The 10th annual Travel Insights report reveals a significant increase in consumer intent to travel despite rising holiday prices.
- There is a consistent 15% net increase in consumers planning to travel in both 2024 and 2025, compared to previous years.
- The survey analysed responses from clients of specialist travel firms, highlighting a growing confidence in travel post-Covid.
- Over 80% of respondents are aged 50 and above, indicating a mature but financially resilient demographic.
- Despite potential economic challenges, over 90% of respondents feel financially stable, with travel seen as an essential lifestyle component.
The latest Travel Insights report has brought to light a substantial rise in consumer interest in travel, despite the upward trend in holiday pricing. The report, in its 10th annual iteration, shows a 15% net increase in those ‘more likely’ to travel this year and next, indicating a significant resurgence in travel enthusiasm.
This survey, conducted among clients of The Specialist Travel Association (Aito), examined 12,000 responses from various tour operators, travel agents, and tourist boards. This year’s results starkly contrast with last year’s figures, where only a 3.5% increase in travel intentions was recorded for 2023 compared to 2022. This indicates a notable shift in consumer sentiment towards travel, likely influenced by a growing sense of stability post-pandemic.
Roy Barker, director at Spike, the customer data company behind the survey, noted that the steady 15% rise year-over-year suggests a revival in travel confidence, particularly among mature travellers. ‘This is about the desire to travel, not necessarily what actually happens,’ he observed, highlighting the aspirational nature of these findings.
The demographic breakdown of the survey reveals that over 80% of respondents are aged 50 and above, predominantly in their 60s and 70s. This age group, often more financially resilient, appears unperturbed by rising costs, with 95% describing their financial situation as average or above. Such financial comfort seems to underpin their willingness to invest in travel, with 87% of respondents describing the value for their money as either good or excellent.
The survey also underscores that travel remains an integral part of lifestyle for this demographic, with 85% considering it ‘essential’. This perspective is reinforced by the fact that 78% of respondents are prepared to spend more for enhanced travel experiences.
In terms of destinations, the UK and Europe remain popular, with 87% indicating a preference for domestic travel and 90% opting for European trips. Despite the economic uncertainties, only a minor proportion of surveyed individuals view price as a significant barrier, a sentiment that could shift long-term but is not currently prominent.
The findings highlight a robust intent to travel among mature demographics, undeterred by economic challenges.
