ABTA Survey Highlights ‘Destination’ as Top UK Holiday Booking Factor

ABTA’s Holiday Habits survey indicates that ‘destination’ is the leading factor influencing holiday booking decisions, with 45% of respondents prioritizing it.

ABTA has released data from its Holiday Habits 2025-26 survey, revealing that ‘destination’ is the primary factor influencing holiday booking decisions among consumers. The survey, which gathered responses from a nationally representative sample of 2,000 UK adults, found that 45% of participants consider the destination as the most important aspect when booking a holiday. This figure increases to 57% among individuals aged 65 and older.

The survey also highlighted that 33% of respondents prioritize ‘cost’ as the most significant factor, while 12% focus on ‘holiday dates.’ The findings were presented at a member event during the World Travel Market (WTM) and are available exclusively to ABTA members through the association’s Member Zone.

The detailed report, titled ‘Driving the Booking Decision: An ABTA Analysis,’ segments data by six age groups and four life stages to assist members in developing targeted marketing strategies. It provides insights into which demographics prioritize ‘cost’ and ‘sustainability’ in their booking decisions, as well as the importance of the company providing the holiday and the timing of the holiday.

The survey was conducted by The Nursery Research and Planning between July 21 and August 1, 2025. The full report is accessible to the public on ABTA’s website.