Consumer confidence is everything for the UK travel trade and these new hotel quarantines – necessary as they are in the fight against mutant Covid strains – are going to dent it.
So it’s absolutely crucial that the Government does not allow this strategy to remain open-ended.
Britain’s holiday and aviation industries are in a desperately parlous state and need to know the timeline for a clear exit route, so they can make plans.
Likewise, the public needs solid assurance from Downing Street that it will do everything possible to allow much-needed summer holidays to go ahead.
What really does not help are TV news appearances from junior ministers saying ‘don’t book a summer holiday’.
We are still in the depths of winter and there are many secure, flexible booking options available.
Why make unnecessary blanket statements that simply trample all over that consumer confidence?
The PM is quite right to stress that holidays abroad now are non-essential.
But he should also stop the scaremongering telly soundbites and commit to immediate financial support for the beleaguered UK travel industry.
Just like the public’s vaccines, it needs a shot in the arm as soon as possible.