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Speaking to Sky News on 5 March, the Professor of Tourism and International Development in Brighton Business School acknowledged reported price increases averaging 35% in UK holiday accommodation for this summer (with some increases several times that) – while cautioning operators to be wary of raising prices too much to cash in on demand.

Professor Novelli said: “Unfortunately the reasons are very obvious – we are dealing with a situation where there are a number of businesses at risk of [going] out of business. They need to regain their income somehow... But my advice to operators is to really make sure the prices they charge are the right prices - so we don't witness a situation where we become victims of [speculation] but rather create a market place where visitors will come back.

Professor Marina Novelli

The risk is that, yes, [operators] will have a full house potentially in the next few months – but then people will return to European seaside resorts. This is an opportunity to create that bond in their relationship with UK consumers... If the prices are going to go up it's not going to do any favours to the travel, tourism and hospitality industry locally.”

Professor Novelli is the university's academic lead for Responsible Futures Research and Enterprise Agenda, and has been advising on the recovery of tourism post-COVID in Africa. She also takes part in research collaborations with international development organisations including The World Bank, the European Union, The UN (UNESCO, UNIDO, UNWTO), the Commonwealth Secretariat, national ministries and tourism boards, Regional Development Agencies and NGOs.