Hoseasons boss Richard Carrick says those in the industry hoping that travel bookings will bounce back in 2010 are suffering from "blind optimism".

Carrick, chief executive at the domestic holidays specialist, said many in the travel industry have underestimated a fundamental change in consumer behaviour during the past year.

"Every day an announcement comes from one of the major overseas operators saying that ‘2009 hasn’t been a bad year’ and that things are ‘going to return to normal in 2010’,”  he said.

“Some companies may have been able to get by in 2009 with heavy cost and capacity reductions to compensate for margin erosion from discounted late bookings, but to suggest therefore that 2010 will see a recovery in demand smacks of blind optimism.”

Carrick (pictured) added that there had been a sea-change in consumers’ behaviour as they looked to cut spending and reduce their debts, despite some signs of a recovery in the UK economy.

“The key for the travel industry will be trust. Household brands like Hoseasons, and other established and credible holiday operators, will survive and flourish, if they offer value, quality and flexible breaks,” he said.

Carrick thinks that while people will continue to travel abroad, the UK will also benefit as more opt to holiday at home.

“UK self-drive, self-catering breaks offer the flexibility of being able to pack up the car and go, while still being able to tightly control your costs,” he said.

“The British consumer is also less dependent on weather than people think, with bookings remaining strong all year.”

• Hoseasons launches training website (22 Jul 2009)
• Staff bonuses as Hoseasons profits up 50% (30 Jun 2009)
• Find out more about consumer behaviour in the TTG Travel Intelligence Report 2009