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ABTA’s Report on Holiday Trends 2024-2025 Identifies Essential Sources of Travel Inspiration – Image Credit Unsplash+
- Most travelers find inspiration through general online searches, then followed by advice from family and acquaintances, and lastly by travel websites, emails, or travel guides.
- Younger adults aged 18-34 show a significant preference for social media as a source of travel ideas.
The Association of British Travel Agents (ABTA) has presented fresh data showing where travelers derive their holiday ideas, highlighting varied choices influenced by age groups. This study, part of ABTA’s Holiday Habits 2024-2025 survey, outlines twelve distinct sources, with a general online search being the preferred method for 49% of those surveyed.
Family and acquaintances’ recommendations ranked second at 39%, with travel websites, emails, or travel guides trailing at 36%. Although just one in five individuals, on average, used social media, it showed a notable pattern among younger demographics. The research demonstrated that 44% of 25-34 year-olds and 42% of 18-24-year-olds opted for these platforms for travel ideas.
The results also highlighted the importance clients place on travel experts. Of those who secured vacations through these experts over the last year, 37% claimed inspiration from travel agents and tour operators, matching the number who relied on family and acquaintances.
This data supports ABTA members in shaping their promotional tactics and effectively targeting relevant client segments. With 68% of consumers expressing trust only in companies associated with ABTA, the association encourages its members to harness the ABTA brand and access marketing resources in its Member Zone.
Graeme Buck, ABTA’s Communications Director, stressed the significance of understanding where clients seek holiday planning resources. He mentioned that the comprehensive view provided by the study would aid members in directing their promotional efforts to secure increased business. Buck also noted the trust levels inspired by the ABTA brand among vacationers, suggesting it’s advantageous for members to prominently feature the ABTA emblem on their websites, social media posts, promotional content, and store locations.
The yearly Holiday Habits investigation, carried out by The Nursery Research and Planning, aims to comprehend people’s travel habits and intentions. The latest study involved a nationwide sample of 2,000 UK adults and occurred from 24 July to 2 August 2024.
