IT'S ALL ABOUT THE ANTICICATION 

'Anticication' is all about looking forward to your next holiday – and with clients increasingly booking their next trip as soon as they're back from their last one, it has helped Original Travel match their total 2023 sales by the end of April 2024. 

Clients are increasingly booking their next trip as soon as they're back from their last – or in some cases while they're still away; a phenomenon which has contributed in no small part to Original Travel already surpassing their 2023 revenue by the end of April 2024, demonstrating the power of 'anticication'.  

In the last week alone their travel specialists have taken 'anticication' bookings to destinations including Jordan, New Zealand and Kenya for clients who have just returned from Egypt, Bhutan and the Galapagos respectively. 

The ripple effect of the trend means that Original Travel is also seeing a steadier booking pattern across the year, rather than the traditional surge in January/February; yet more evidence that people like to have a holiday to look forward to. 

Co-founder of Original Travel, Tom Barber says: 'We've always been interested in the psychology of travel, and in particular the science of anticipation. Studies show that thinking about your future holiday releases the so-called “happy hormone” dopamine, so it's fascinating to see the anticication trend emerge and see just how much our clients cherish talking about, planning and looking forward to their holidays.  

'It's particularly interesting to see how one holiday triggers the next, quite often sparked by meeting like-minded people on a trip and following up on their recommendations. There does tend to be a common thread of interest between the trips, from a love of history and archaeology to dramatic landscapes or an avid fascination with wildlife and the Original Travel team can always recommend destinations and trips that offer a similar appeal.' 

Original Travel's website has a helpful 'Inspiration' section, with collections themed by interest including culture, wildlife, wilderness, food and nature and showcasing the best destinations and trips under each.  

-Ends-  

Follow us on instagram @originaltravel for more travel inspiration and for more information contact: press@originaltravel.co.uk; 020 3582 4990   

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Notes to Editors:  

Original Travel curates tailor-made itineraries, crafted by destination experts, to 77 countries worldwide from Anguilla to Zimbabwe. Celebrating its 21st anniversary this year, the company has created over 50,000 itineraries since its launch in 2003, each one unique and adhering to the company ethos that “Life is in the Detail”.  

Original Travel also has its own specialist dive division. Original Diving is the world's only luxury dive travel outfit.  

11 of our consultants are recognised as Conde Nast Traveler's 2024 Travel Specialists – more than any other tour operator for the 2nd year running. Our specialists are: Co-founder, Tom Barber (family travel and sabbaticals), Jacqui Brooks (Indonesia) and Oliver Rodwell (Mexico), Ben Williams (Egypt) Kate Little (Romania), Isabel de Galleani (Morocco), Frances Mavor (India), Harriet Harford (European Wine Regions), Holly Barber (Cambodia), James Back (Tanzania), Lucy Bailey (Oman). 

Original Travel clients enjoy a wealth of additional services they would not find with any other UK tour operator, including:  

• Access to a network of 70-plus Concierges who live locally, know their destinations inside and out and are extremely well-connected. They lend fantastic ground support, offering insider recommendations, facilitating any last-minute changes and troubleshooting. 
• A brace of additional services designed to make departure easier than ever. Every Original Travel client, regardless of whether they're off on a city break, or a multi-destination sabbatical, is checked in on all flights – outbound, domestic and inbound - with boarding passes uploaded to the Original Travel app; will have UK airport meet and greet, fast track UK check-in, fast track UK security*, lounge access and pre-booked flight seats. Thoughtful details include wifi routers or e-sims, destination specific book and music lists and children's activity packs. There are also upgrade options to include: a luggage transfer service from your home to the airport; fast track check-in and security and lounge access on your flight home; fast track through immigration on your return to the UK. 
• The knowledge that not only will Original Travel absorb the carbon footprint of their international flights, but also - in an industry-first - car-hire and transfers, and other flights (even if booked independently). 
• The knowledge that they are contributing to Our Foundation, which supports nearly 100 humanitarian projects in 30 developing countries. To date, nearly £1.5 million has been invested to support five key areas: child protection, vocational training, economic development assistance, preservation of cultural and natural heritage and safeguarding the lifestyles of indigenous peoples.