ABTA’s Holiday Habits 2024-2025 Research Uncovers Key Trends in Travel Inspiration Sources

• General internet searches top the list of sources where holidaymakers get their inspiration, followed by recommendations from family and friends and travel websites, newsletters or guidebooks.
• Social media platforms are significantly popular among the younger demographic of 18-34 years old for travel inspiration.

The Association of British Travel Agents (ABTA) has released fresh insights on where people source their holiday inspiration, revealing various preferences based on age demographics. The report, part of ABTA’s Holiday Habits 2024-2025 research, highlights twelve different options, with a general internet search emerging as the top choice for 49% of respondents.

Recommendations from family and friends took second place at 39%, with travel websites, newsletters, or guidebooks following closely at 36%. Although only utilized by one in five people on average, social media platforms displayed a significant trend among younger age groups. The research revealed that 44% of 25-34 year-olds and 42% of 18-24-year-olds preferred these platforms for holiday inspiration.

The findings also underscored the value customers place on travel professionals. Of those who had booked a holiday through travel professionals in the past 12 months, 37% stated they got their inspiration from travel agents and tour operators, the same percentage as those who rely on friends and family.

These insights will help ABTA members formulate their marketing strategies and target relevant customer groups more effectively. With 68% of consumers stating they only trust companies affiliated with ABTA, the association urges its members to leverage the ABTA brand and utilize the marketing materials available in its Member Zone.

Graeme Buck, Director of Communications at ABTA, emphasized the importance of understanding customers’ holiday planning resources. He indicated that the detailed insight provided by the research would help guide members in focusing their marketing efforts to bring in more business. Buck also highlighted the high levels of confidence the ABTA brand instills among holidaymakers, suggesting it is beneficial for members to display the ABTA logo prominently on their websites, social media content, advertising materials, and retail spaces.

The annual Holiday Habits survey, conducted by The Nursery Research and Planning, seeks to understand people’s travel habits and plans. The latest survey involved a nationally representative sample of 2,000 UK adults and was carried out from 24 July to 2 August 2024.