Ahead of the highly anticipated summer season, the Advantage Travel Partnership has released new insights into booking behaviour, with the data showing two distinct approaches to holiday planning: cost certainty and high-value experiences
Certainty in security
Travellers this summer are navigating geopolitical uncertainties, and as a result, are choosing holidays that offer either total financial security or personal meaning. Families are prioritising budget-friendly all-inclusive packages, while couples and premium travellers are investing in long-haul exploration and cruising.
All-inclusive remains the dominant choice for holidaymakers this summer, accounting for 38% of all bookings. Spain and Türkiye are seeing the biggest uptick in bookings, particularly among families. This demand for cost certainty has been further validated by recent fuel surcharge pledges from major tour operators.
In it for the long haul
Despite global economic pressures, the appetite for premium long-haul remains high, with destinations such as the US, Canada, and regions in the Far East seeing average booking values increase by 7% compared to last year.
Cruise continues to grow across the industry, with the sector now representing 15% of total booked revenue for the consortium. That growth is being driven by three key areas: convenience of no-fly cruises from the UK; the large volume of Mediterranean itineraries; and the desire for long-haul travel that is experience-led but also hassle-free.
CEO Julia Lo Bue-Said OBE said, "Looking at travel trends for May half term and summer 2026 it’s clear that the British traveller has become a master of navigating economic and geopolitical noise. Consumers are being intentional with their spend, and this is evident from those locking in cost certainty through All-Inclusive packages, as well as those investing in experience-led long-haul bookings and cruises.
“We are seeing a market that refuses to compromise on the annual holiday, but it is becoming far more strategic in how they secure it. We’re seeing a sophisticated evolution of travel where value, flexibility, peace of mind and a seamless journey are the new currency and the benefit of booking through an expert travel agent has never proved to be more valuable.”
