NORFOLK, EAST

A canoe trail along the river Bure

It was mid-May and the river was alive with wildlife; some birds and animals clearly visible, others apparent only from sounds or incredibly subtle signs.

On the water’s surface, newly emerged mayflies floated along, flexing their wings in readiness to take flight, while red-eyed damselflies flitted into the air from the rubbery pads of yellow water lilies.

For several minutes we shadowed a trio of mute swans along a particularly attractive tree-lined stretch of the river, our presence leaving them completely unfazed as they glided elegantly and serenely through the water.

Above the grazing marshes that extended either side of the river, flights of swallows and house martins darted across the cloudless blue sky, feeding on insects.

At one point I even spotted two distinctive scythe-shaped shadows that were joining in the feeding frenzy: swifts – my first sighting of the season.

HOW TO DO IT

I joined Mark, who is also known as The Canoe Man, on a guided wildlife canoe trail along one of his favourite stretches of the river Bure; it’s one of seven rivers and more than 60 man-made open areas of water that define the unique wetland landscape of the Broads National Park.

Talking to leading tour operators over the past few days about the current realities around forward bookings was surprisingly heart-warming. As I point out on Page 4, such conversations usually require a lot of filtering. Are they talking things up, or trying to shift holidays or destinations where sales are slow? After all, it is hard for anyone in the business of selling not to be tempted to exaggerate a little – and that is still the case with a lot of the headline marketing hype.

However, as the conversations developed, I felt there was much more straight talking going on than I was used to, more of a willingness to be realistic and candid rather than indulge in spin. Maybe that isn’t so surprising after such an incredibly tough year. Many people have lost jobs and income, but the travel trade has taken the full force of the storm and has had an extraordinarily tough time.

One operator told me they had personally had a 65 per cent pay cut; all have seen friends and colleagues laid off. Some have seen a life’s work – perhaps their expected pension – threatened with annihilation. So perhaps the trauma of trying to survive has brought a more sober openness among senior industry figures.

Nevertheless, it was refreshing to be reminded of the energy and optimism that has traditionally been central to travel but has been so suppressed over the past year. It is a business that attracts enthusiasts. Many of these industry leaders may be hard-nosed businessmen and women, but they are not shifting widgets. They are in travel because they love what they do. Typically, they have not been recruited in some random graduate training programme but began out in the field – as reps or guides or chalet hosts – and worked their way up.

That energy has been rekindled in the past couple of weeks by the feeling that (fingers crossed) the worst is over, that the pent-up demand, the urge to travel, really is strong enough to translate into bookings.

But it is also fuelled by the huge positivity that comes from the fact the people who run travel are still in love with it. They were just as keen to talk about their own plans and holidays as about yours and mine.

While this positivity is a good thing, the new sense of openness and sobriety could be just as crucial. Perhaps it stems from a recognition that trust and loyalty are going to be important in future. There is no doubt that the reputation of travel has had a bumpy ride. While consumers have been made more aware of the advantages of booking with a tour operator as opposed to making independent arrangements, many have been deeply frustrated by the way their cancellations were dealt with. And the refunds scandal is not over: many millions of pounds are still owed to customers for cancelled flights and holidays.

But lessons have been learnt. In particular, the more flexible booking conditions – allowing penalty-free postponements – offered by many companies have been vital to restoring confidence. The operators and airlines that have fared best during the pandemic are those that have communicated with customers and treated them well, thereby persuading them to postpone, not cancel. By making refunds quickly and without quibble, they will surely have retained their clients’ trust when it comes to future bookings.

So I am hoping that – during dark and difficult times – the industry really has had a long, hard look in the mirror. For all the challenges it has faced, has it treated its customers well enough? And what can it do to serve them better? Hopefully, as travel finally restarts, we are about to find out.

If you have had a problem with your holiday or travel arrangements, contact our troubleshooter, Gill Charlton, or our consumer expert,

Nick Trend, at the email address below.

We also have more than 150 destination experts all over the world who can help with suggestions for great places to stay, to eat and to visit. Please email asktheexperts @telegraph.co.uk, giving your full name and, if your query is about a dispute with a travel company, your address, telephone number and any booking reference. We regret that we cannot personally answer all queries, but your email will be acknowledged.

Customers are about to return to an industry that has suffered badly in the pandemic