Fresh insight from ABTA’s Holiday Habits 2024-2025 research reveals where people go for information and inspiration when planning and researching their holidays – and that it varies significantly depending on age.

Of the 12 different options listed, the top choice is a general internet search (49%), followed by recommendations from family and friends (39%), and travel websites, newsletters or guidebooks (36%) are third (1).

While, on average, one in five people use social media platforms for their inspiration (21%), significant generational differences reveal they are the most popular option among those aged 18-34; used by 44% of 25-34 year olds and 42% of 18-24-year-olds.

The full findings, including the differences among the age groups, are available in a short guide to help support ABTA members’ marketing, which can be downloaded via the Member Zone on abta.com.

Of those who had been on a holiday booked through a travel professional in the past 12 months, 37% said they get their inspiration from travel agents and tour operators, the same proportion as friends and family (37%), underlining how much customers value not just travel agents’ and operators’ support, but extensive knowledge of where to have a fantastic holiday (2).

The new insights will be useful in helping ABTA members shape their marketing plans, helping them to target relevant customer groups in the right way.

With 68% of consumers saying they only trust companies that are members of ABTA, the association is encouraging its members to harness the strength of the ABTA brand and make use of the marketing materials in its Member Zone. Assets including videos, copy and imagery for social media, help members reach customers in the places they are going for inspiration.

 

(1) Statistics cited in this release are from ABTA’s annual Holiday Habits survey to find out how people travelled in the 12 months prior and what their travel plans are for the year ahead. The research is carried out each summer with a nationally representative sample of 2,000 UK adults by The Nursery Research and Planning, with the latest survey taking place from 24 July to 2 August 2024.

(2) The base for this data is the 38% of survey respondents who said they booked a holiday through a travel professional in the past 12 months.