ABTA, the UK’s largest travel trade association, has released its 2026 Travel Trends report, identifying key shifts in travel preferences and behaviors. The report highlights the growing popularity of September as a travel month and the significant influence of 25-34-year-olds, dubbed the “Travel Trendsetters,” on the travel industry.
Top Tends
1) Super September – Travelling abroad on holiday in this month is increasingly popular
2) Travel Trendsetters – 25–34-year-olds are shaping why, how, where and when we travel
3) Rail-ly Good – Younger adults discovering the joys of train and interrailing holidays
4) The Longest Haul – Exploring destinations the furthest away from home as possible
5) Cruise Goes Long and Short – Appetite grows for very short and much longer itineraries
September: A Rising Star in Travel
Dubbed “Super September,” this month is seeing a surge in travel popularity, with the intention to travel during this period increasing from 17% in 2023 to 24% in 2025. ABTA suggests that the appeal of September travel is due to favorable weather, value for money, and the opportunity for activities like cycling and hiking, which are less feasible during peak summer months.
Travel Trendsetters: The 25-34 Age Group
The ABTA report reveals that 25-34-year-olds are leading the way in travel trends, with 84% planning overseas trips in the next year, compared to the national average of 70%. This age group not only travels more frequently, averaging 5.5 holidays per year, but also spends significantly on their vacations, with nearly half planning to increase their travel budget. The importance of holidays for mental health and wellbeing is particularly pronounced among this demographic, with 90% acknowledging its benefits.
Changing Travel Preferences
The report also notes a shift in the types of holidays being taken. Cruises are increasingly popular among the 25-34 age group, with 19% having taken one in the past year, reflecting a broader trend of diversifying travel experiences. Additionally, the report lists other emerging trends, including growing interest in rail travel, long-haul destinations, and varied cruise durations.
Industry Response and Future Outlook
Graeme Buck, ABTA’s Director of Communications, emphasized the dynamic nature of the travel industry and the ongoing adaptation of travel companies to meet changing consumer demands. The association’s commitment to supporting travel companies includes ensuring they can deliver diverse and fulfilling travel experiences under the reliable umbrella of ABTA.
Conclusion
ABTA’s 2026 Travel Trends report provides valuable insights into the evolving preferences of travelers, particularly the influential 25-34-year-old demographic. With the rise of “Super September” and the growing traction of varied travel options, the travel industry is poised for significant transformations in the coming years.
Download the ABTA 2026 Travel Trends Report.
