Data revealed at the Advantage Travel Partnership Conference states that Gen Zers are forgoing everyday pleasures to afford their holidays, while older generations delay big-ticket purchases to protect their travel budgets
New consumer research, conducted through a survey of 2,000 UK adults commissioned by the consortium, has found that 86% of the younger generation are cutting back on those Just Eat orders and limiting their spending when it comes to hobbies and recreational activities in favour of saving for their dream holiday.
Alongside cutting back on simple luxuries, 32% of Gen Z have taken on side-hustles including e-commerce ventures and social media influencer campaigns – with Essex leading the charge with a reported 50% of Gen Z’s in the area reporting side-hustle ventures.
For the older generation, their key to saving is putting home improvements on the back burner, with 35% of 45-64-year-olds stating they are putting off renovations to afford a holiday. 46% of 25-54-year-olds are taking a different approach: choosing to buy/rent smaller properties to avoid high mortgage rates and find better value in their increased disposable income.
Destinations at value
In terms of where people are travelling with their savings, destinations such as Spain, France and Greece remain staples, but new emerging destinations that offer affordability include Montenegro, Slovenia and Albania. These emerging locations follow the ‘destination dupes’ trend – budget-friendly alternatives to traditional hotspots.
Gen Z travellers are favouring cultural endeavours while on holiday with 57% feeling the biggest draw to museums, festivals and historical tours topping their wish lists. Meanwhile, 57% of 25-34-year-olds would rather spend their holidays relaxing and indulging in self-care.
The power of the agent
With recent travel disruptions still fresh in people’s mind, travellers are increasingly turning to agents for support. Among those travellers who have faced difficulties during their journeys, 37% stated they turned to an agent for help, with 86% of those reporting their issues were successfully resolved.
Julia Lo Bue-Said, CEO of The Advantage Travel Partnership, highlighted how years of uncertainty within the travel industry has seen a “shift in mindset” for travellers, stating, “Travellers want peace of mind and that’s exactly what the travel agent provides. As people increasingly sacrifice to afford a holiday, it becomes even more important that that holiday is protected in the face of any disruption and that they are fully supported by travel agents.
“Booking through a trusted agent isn’t just about convenience anymore, it’s about getting that inspiration, expert advice, protection, value for money and peace of mind for a holiday, that been well earned and afforded in many cases, through significant sacrifice.”
The Advantage Travel Partnership Conference is taking place from May 13th-May 16th, 2025 at the Hilton Malta.
