The travel industry may be unprepared for the post-election surge in US travel bookings expected this January, according to Custom Travel Solutions (CTS), a software-as-a-service (SaaS) platform specializing in membership and loyalty programs. CTS warns that many travel sellers and B2B distributors are not anticipating the spike, potentially missing out on a significant opportunity not only in the US but for any destinations or travel businesses reliant on US travelers.
Mike Putman, CEO and Founder of CTS, notes that the typical dip in travel bookings immediately following US Presidential elections is even more pronounced this year, following a particularly contentious election. “I’ve noticed a dip in bookings from the day of the elections up to January, a pattern that’s more noticeable in election years,” Putman explains, adding that this year’s election has caused the steepest decline he’s observed in over three decades.
Data from industry leaders like JW Marriott, Delta Airlines, and The Vacationer surveys confirm the decline in US consumer demand for travel. However, CTS predicts that January 2025 will see a sharp rebound, potentially becoming one of the largest post-election booking periods in recent years, perhaps even outpacing pre-COVID levels.
James Ferrara, from InteleTravel, a global travel distribution group, echoes CTS’s findings, noting that their data clearly shows a correlation between election cycles and travel dips. He highlights that there’s uncertainty surrounding the recovery—whether it will be slow or sudden—but agrees that it will likely happen quickly.
CTS is urging the travel industry to start preparing now. Companies should ensure they have sufficient product availability, competitive pricing, and customer service resources in place to handle the anticipated booking surge. “If you don’t prepare now, this could be a holiday season you remember for all the wrong reasons,” warns Putman. The potential impact is not just limited to the US, as destinations and businesses worldwide that cater to US travelers should also be ready for the boom.
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