Demand for Holidays Remains Strong, ABTA Finds

The latest Holiday Habits report from ABTA indicates strong demand and confidence in overseas holidays. In the year to August 2023, more than half (52%) of the UK population took an average of 1.4 overseas holidays each, mirroring levels seen before the pandemic. The report suggests this trend will continue into 2024 with roughly two-thirds (64%) planning an international trip in the coming 12 months.

Rising living costs mean many are focusing on budget when planning their travels – hence, package holidays and professional travel services have become more attractive.

Among those who holidayed abroad during the past year, 61% opted for package holidays, primarily due to cost considerations. The number of people booking packages for their better value increased to 42% from last year’s 34%.

ABTA’s data indicates that holidays will continue to be a preferred expense compared to other sectors. Many plan to reduce spending on non-essentials such as dining out (57%), leisure activities (46%), and clothing (42%), rather than reducing their travel budgets (34%).

Most people (51%) intend to maintain their holiday spending in the coming year, whereas 28% aim to spend more.

An increasing focus on value for money might be the reason behind the emerging trend for year-round travel. ABTA’s data suggests May and June as preferred months for holidays, with 21% planning to travel during this time. This is closely followed by October at 19%, and surprisingly, is slightly ahead of traditional peak holiday periods in July and August, both at 17%. This has led ABTA members to extend seasons in specific destinations like Turkey and Greece to meet demand during off-peak times.