Recent surveys indicate a rising trend of holidaymakers preferring travel professionals for their bookings.
- Young families show the largest increase, with their reliance on travel experts growing significantly over recent years.
- Ease of booking and assurance in the event of travel disruptions are key motivators for choosing agents and operators.
- A combination of factors, including natural and technological disruptions, could be influencing this shift.
- Abta’s report highlights a renewed commitment to travelling, despite economic pressures and operational challenges.
Recent data suggest a noticeable trend in the travel sector, with more consumers choosing to book their holidays through travel professionals. According to a recent survey conducted by Abta, involving 2,000 participants, the percentage of those opting for travel experts increased by 4% to reach a total of 38%. This rise is notably attributed to younger families, who are increasingly seeking the support of experts in navigating their travel plans.
The preference for travel professionals is evidently driven by several factors. Ease of booking is cited as a leading reason, with 54% of respondents highlighting its importance, an increase from 51% in the previous year’s report. Moreover, the survey indicates a greater inclination towards professional assistance due to the confidence it provides in managing potential travel issues, with such concerns intensifying from 34% to 43% over the past year.
Additional reasons underpin this growing preference: 43% of respondents cited time-saving benefits, 39% acknowledged the value for money, 36% appreciated the confidence it instilled, and 35% valued access to expert help and advice. The report implies that disruptions, such as wildfires and UK air traffic control problems, might have contributed to this increased reliance on seasoned travel professionals.
The trend of younger families and individuals turning to professionals is not a newfound phenomenon but rather a continuation, strengthening over the past five years. A significant leap is observed among families with young children, from 36% relying on travel professionals in 2019 to a striking 55% this year. Similarly, there’s a sharp increase among young adults aged 18-24, from 36% to 48% within the same period.
Package holidays continue to dominate the travel choices of consumers, reaffirming their popularity as indicated in Abta’s comprehensive report unveiled at the Travel Convention in Greece. Interestingly, while the percentage of people vacationing remained constant (84%), there is a noteworthy increase in the number of holidays per person. On average, individuals embarked on 3.94 holidays annually, surpassing the previous peak recorded before the pandemic.
International travels have surged, with the average traveller undertaking 1.7 trips abroad compared to 1.45 the previous year. This pattern suggests a return to regular travel habits, indicating a persistent value placed on holidays despite the financial challenges faced. Notably, families and individuals under 35 are leading in the frequency of these trips, portraying a strong comeback to travel normalcy.
Young families, particularly those with children under five, are taking the lead by going on the most holidays, averaging 6.49 trips annually. This increase, from 5.27 last year, is attributed to a limited travel window as these children transition from early childhood into school age, having seen less travel during earlier years due to the pandemic.
Commenting on the findings, Abta’s CEO, Mark Tanzer, remarked, “Our latest Holiday Habits report shows travel is very much back to normal and in high demand. Our industry and its customers are once again dealing with the wide variety of operational challenges that can disrupt people’s plans with very little notice, be that natural disasters or technological disruption. While most people’s travels aren’t affected, there is clearly an increasing number of customers appreciating the reassurance of having an expert in their corner who can resolve any unexpected issues if needed.”
The report also identifies the most visited overseas destinations among UK travellers over the past year, with Spain attracting 31% of holidaymakers, followed by France at 22%, Italy at 17%, and the United States at 15%. Other notable destinations include Greece (13%), Portugal (11%), Germany (11%), and Turkey (10%). This data reflects the ongoing appeal of these destinations amidst the evolving travel landscape.
This shift towards engaging travel experts highlights a broader trend of seeking assurance and convenience in holiday planning amid ongoing uncertainties.
