Demand for holidays remains resilient, according to ABTA’s Holiday Habits 2026-2027 Report, with 88% of people taking a holiday over the last 12 months
Despite a turbulent year of geopolitical tensions, new border processes and wider climate-related events, holidaymakers couldn’t stay away, resulting in a decade-high turnout on par with pre-pandemic levels.
Spain once again topped personal preferences for holiday destinations, with stats showing a 4% increase (36%) compared to last year, widening its lead as Brits’ favourite holiday destination.
ABTA members have stated that the uptick is likely due to the impact of the Middle East conflict, with travellers unable to transfer through the region and choosing alternative destinations closer to home.
Portugal also moved up one place in the destination rankings, moving into sixth place on the table.
A resilient year
The resilience of holidays is also reflected in how confident travellers feel when planning their holidays. ABTA’s Travel Confidence Index shows a score of +50, and while that is down from last year’s +53, it has rebounded significantly from May 2026, when confidence was at +26 due to disruption caused by the Middle East conflict, speculation around fuel prices, and difficulties with the EES system.
The findings in the report shine a positive light on travel agents, as in times of uncertainty, more people look to travel professionals for help. 38% of holidaymakers booked their overseas holiday through an agent in the past year, up from 34%, with the most significant rise occurring from the 18-24 age bracket.
63% of those who booked through an agent chose a package holiday. Value for money remains a big factor for why holidaymakers are booking these types of getaways.
The future is cost-conscious
For the next 12 months, the data shows that travel intentions remain steady, with 70% of adults planning a holiday abroad next year and 56% planning a UK holiday.
While people remain committed to their holidays, the report highlights that travellers are becoming more cost-conscious than in previous years. This caution is causing people to book late, with ABTA members noting more people are booking their holidays closer to their departure dates.
Mark Tanzer, Chief Executive of ABTA, said, “We continue to love our holidays and the desire to travel remains strong; this looks set to continue despite the ease of getting away, for some, being affected by geopolitical and economic challenges.
“When times are uncertain, booking with an expert ABTA member gives holidaymakers added confidence. And, in a ‘value for money’ market, they are excellently placed to find people a fantastic holiday at a budget that works for them.”
The Holidays Habit 2026-2027 Report was announced at the annual ABTA Conference 2026, held in Madeira from October 12th to 14th.
