27 Dec

The ‘excitement of anticipation’ a big driver for booking a holiday early 

1 in 4 people book in advance in order to have longer to look forward to it 

Having more time to look forward to a holiday is one of the most common reasons people book in advance according to ABTA – the Travel Association.  

The excitement of anticipation – being able to daydream about the new places to discover, weather, local food and drink and having time to relax – are driving factors behind booking a holiday in advance.  

Research for ABTA by YouGov shows that one in four (25%) Brits said they book a holiday early in order to enjoy having more time to look forward to the trip.  

Overall, the most common reason (41%) for booking early is because people feel they get a better deal on their holiday. January and February is typically the travel industry’s ‘sales period’ with many deals, offers and free child places available, which can significantly affect the overall price of the holiday, saving people hundreds of pounds.  

Other popular reasons for booking early includes increased choice (28%) and being able to explore the activities they want to do (28%).  

ABTA is encouraging travellers to make the most of the early booking season and has produced tips and advice to help, including knowing how to spot a package holiday, which gives the greatest level of protection, and taking out travel insurance straight away to ensure you are covered from the day you book.  

Victoria Bacon, ABTA’s Director of Brand and Business Development said: 

“Many people take great enjoyment out of looking forward to their well-earned break. While the holiday itself is clearly the best part about the whole experience, the excitement of anticipation– from planning what to see and do – can be incredibly exciting. 

“During the festive period and with the start of a new year, many people turn their attention to holidays for the year ahead. It’s a great time to book  – there is an abundance of deals and offers available, and an endless amount of choice too. So booking early helps you get the best value for money for the holiday of your choice.”  

Top tips for booking early 

Cheaper prices 
January and February is the traditional ‘sales season’ for travel companies and it’s at this time that they put out their best deals and offers, with potential savings of hundreds of pounds. 

Free child places 
If you are travelling with children it worth checking out the offers from tour operators. Many typically offer free child places in January and February for holidays later that year. There is a limited number, so it pays to get in quick as they are likely to run out. 

Lots of choice 
Booking early means that you have a wide range of options as to where and when to go. Leaving it late may drastically reduce these options. Popular destinations and hotels around the world and in the UK will sell early, so to avoid disappointment, talk to an ABTA Member and book early. 

Buy now, pay later 
If you book a package holiday for the summer many companies offer the opportunity to pay a deposit with the balance not due until later in the year. This will help your finances under pressure after Christmas and give you a chance to budget effectively. 

Packages offer the most protection 
Booking a package holiday is straightforward, often providing excellent value for money and provides the greatest level of protection. You are entitled to a refund or to be brought home should the travel company organising your package holiday go out of business, and you are also protected if the holiday isn’t provided as required, for example the right to a refund if bad weather means your holiday can’t go ahead.  

A package holiday can come in many different forms and can be sold in different ways – from a ‘ready-made’ package (where the different travel services are put together for you by the travel company and offered at a single price) to many tailor-made trips (for example where you select different services from a range offered before paying for them together). 

Take out your travel insurance early 
Buying your travel insurance straight away means that you are covered from the moment you book. That means if you have to cancel your holiday, due to illness or the loss of your job, for example, then you should be able to get your money back through your insurance. More details available at abta.com/travelinsurance.

Watch out for holiday fraud 
Millions of pounds are lost every year to holiday fraud. Fraudsters convincingly offer holidays, flights or villas at good value prices, leaving people out of pocket and often without a holiday. Check that you are booking with a reputable company before departing with any of your hard earned cash and read ABTA’s tips to look out for the warning signs abta.com/fraud.

For further information, contact: 

020 3117 0596 or press@abta.co.uk  

Sean Tipton, Media Relations Manager,  

Out of Hours: contact the Duty Press Officer on 020 3693 0183 

Web: www.abta.com 

Twitter: @ABTAtravel 

Notes to editors 
All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2,058 adults. Fieldwork was undertaken between 18th - 19th December 2018.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+). 

ABTA has been a trusted travel brand for over 65 years. Our purpose is to help our Members to grow their businesses successfully and sustainably, and to help their customers travel with confidence.  

The ABTA brand stands for support, protection and expertise. This means consumers have confidence in ABTA and a strong trust in ABTA Members. These qualities are core to us as they ensure that holidaymakers remain confident in the holiday products that they buy from our Members.  

We help our Members and their customers navigate through today's changing travel landscape by raising standards in the industry; offering schemes of financial protection; providing an independent complaints resolution service should something go wrong; giving guidance on issues from sustainability to health and safety and by presenting a united voice to government to ensure the industry and the public get a fair deal. 

ABTA has around 1,200 Members, with a combined annual UK turnover of £38 billion. For more details about what we do, what being an ABTA Member means and how we help the British public travel with confidence visit www.abta.com.