A straw in the wind or first sign of a gale - a YouGov-Sunday Times poll published yesterday suggests 26% of consumers are planning fewer holidays.
Assuming the poll is reasonably accurate, the sentiment is widespread and the economic outlook does not improve, a serious downturn in travel may be in the offing.
The question YouGov posed was in relation to the cost of fuel, but it could apply to any one of a number of factors now squeezing personal spending.
One in two respondents said they have cut spending in other areas already, which fits the industry belief that family holidays will be the last thing to go - but pressure to cut spending on additional breaks is building.
Unfortunately, there appear to have been no supplementary questions on spending.
Polls are slippery things, of course. The core of the survey considered support for Gordon Brown and gave the Tories a 22-point lead over Labour. That is pretty staggering, and a mirror image of the Sunday Times/YouGov poll of last June that gave Labour a 21-point lead. Things change.
You could check for yourself via a link at the foot of this page, except that I can't find it myself. The Sunday Times had failed to post the results by midday today despite directing readers to its website - perhaps proving that a day is not nearly a long enough time in political reporting.
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