AX Hotels General Manager Kevin Callus has welcomed the tourism industry’s gradual return to normality, with an increase in consumer confidence in travel over recent months.

With Malta’s first summer without COVID-19 restrictions since 2019 quickly approaching, hotels across the country are pushing for pre-pandemic numbers.

Speaking on his feeling for the upcoming summer, Mr Callus claimed that while AX Hotels is not at summer 2019 levels yet, “we are indeed experiencing a much better situation.”

While “there’s no doubt that consumer confidence in travel has increased,” with events also starting to be held again, he added that AX Hotels is “mindful that safety remains a priority for travellers and therefore we continue working hard to provide a safe and clean environment for all our guests and staff alike.”

When asked whether people are still cautious about staying in hotels because of the pandemic, Mr Callus said he believes “the level of caution has decreased considerably, and customer confidence is increasing month by month.”

“Last summer we saw a shift in customer demographic with mainly younger guests visiting our hotels, compared to the pre-COVID age demographic, but we are now seeing this stabilise again,” adding that “We have lost two years of our lives and people are realising that travelling is not a luxury but a need in one’s life.”

Despite there still being some level of caution and attentiveness from people, Mr Callus believes that this will in turn help to boost consumer confidence in the future.

In terms of health and hygiene, he remarked that these have “always been very high” on AX Hotels’ agenda and “the pandemic helped us implement additional practices within our business operations and become even more vigilant.”

“These two years have changed the mindset of most travellers and it is expected that most will be more cautious with their travel choices,” with Mr Callus emphasising the role of travel review sites in travellers’ decision-making process.

He claimed that AX Hotels’ pricing is set to return to pre-COVID levels, adding that every hotel’s future success is based on the experience they provide their guests.

On the biggest challenges that the tourism industry is set to face this summer, Mr Callus cited the cost of raw materials, along with the lack of skilled human resources, with the latter being of particular concern among others in the industry.

When it comes to opportunities, he said that Malta has to remain “an innovative and diverse destination,” while also promoting the country’s local culture and “continuing to be a quality, value-for-money destination.”

He concluded by saying: “Over the past two years, the hotel and guest house bed stock has continued to increase, and thus it is important to increase the seating capacity of planes coming to Malta in order to sustain any form of business.”

Mr Callus has a great deal of experience within the hospitality sector, having served in numerous management roles at AX Hotels, including as General Manager of AX The Saint John, Rosselli AX Privilege, AX The Palace and AX The Victoria Hotel, among others.

AX Hotels is one of the largest hotel operators in Malta and is part of AX Group, with seven hotels currently under its management and ownership.

The group aims to “make a difference in the hospitality industry” by providing guests “with an unforgettable and distinct experience.”