Holiday Habits 2025-26

We launch this edition of ABTA’s Holiday Habits report at our annual Travel Convention in October 2025, which has the theme ‘The Road Ahead: Reasons to be Cheerful’.

When you look at current global political, economic and environmental challenges, that theme could feel a little bit of a stretch, not least as they all affect travel.

But as this report shows, there are plenty of reasons to be cheerful.

Confidence to travel is high – with ABTA’s Travel Confidence Index up six points on last year. More people went on holiday over the last 12 months than the previous year, with increases in both UK and overseas trips.

Despite financial pressure on households continuing, travel maintained its position as the engine of the ‘experience economy’, typically prioritised as a purchase over consumer goods, such as new technology and eating out.

That confidence and keenness to travel is down to the work of the travel industry, and ABTA members in particular. Travel agents continue to be seen as trusted advisers – with more people than ever saying they have a better holiday when they book with one.

Value for money remains at the forefront of people’s minds – and decision making – and is among the top reasons people book with a travel professional and choose to travel on a package holiday.

But it isn’t all plain sailing. The global backdrop adds pressure to travel businesses. For example, the majority of people are aware of protests about the impact of tourism on local people and places (overtourism), and members report some customers raising this with them. As our research shows, it’s not changing where people plan to travel but, for some customers, extra reassurance is needed that their holiday will be a great experience.

Another influential factor shaping travel is the growing use of AI, something travel businesses have been using behind the scenes for the last few years, but is now becoming part of the holiday planning process. Twice as many people used AI for holiday inspiration this year than last year.

UK travellers remain ‘determined to discover’ the world, despite what is happening across the globe. Our research finds 65% of people say that holidays are the most important time of year and 80% say they are important for their mental health.

Holidays are a wonderful thing, a view shared by the UK public. As we navigate numerous challenges, this is a solid foundation on which ABTA can continue to help our members trade well, and inspire people to travel with ever-growing confidence.

Mark Tanzer, Chief Executive