ABTA travel trends for 2026 highlight shifting UK travel behaviour

The ABTA travel trends for 2026 draw on findings from ABTA’s annual Holiday Habits survey, conducted by The Nursery Research and Planning with a nationally representative sample of 2,001 UK adults. The 2025 wave was carried out between 21 July and 1 August 2024, examining travel behaviour in the previous 12 months and future intentions for the year ahead. The results present a clear picture of changing expectations, generational differences, and new patterns reshaping the UK outbound market.

The ABTA travel trends for 2026 identify “Super September” as one of the strongest shifts in seasonal demand. One in four travellers (24%) plan to holiday in September 2025, up from 17% in 2023. Traditionally popular with older segments, this shoulder-month preference is now rising across all age groups. The biggest increases come from 18–24-year-olds (from 11% to 17%), 35–44-year-olds (from 12% to 20%), and those aged 65+ (from 22% to 35%). Travellers without children remain the most likely to choose September, with 25% of under-45s and 37% of over-45s without children at home preferring this month.

The report also highlights a powerful consumer segment that is reshaping demand: 25–34-year-olds, described as “Travel Trendsetters”. Holidays matter more to them than any other age group, with 83% calling them the most important time of the year, compared with the 65% average. Mental wellbeing is a major motivator; 90% say holidays are important for their wellbeing, versus an average of 80%.

This cohort also travelled more frequently than others, taking two trips abroad in the last 12 months. Looking ahead, 49% plan to spend more on holidays next year, and 84% intend to travel overseas—well above the 70% average. They are also the demographic most likely to take beach, adventure and cruise holidays. Their affinity for organised travel is especially noteworthy: 44% booked with a travel professional, valuing industry expertise and competitive pricing (46%).

Younger travellers are also embracing multimodal and slower forms of travel. The ABTA travel trends for 2026 show that 18–24-year-olds more than doubled their train and interrailing trips over the past three years, rising from 5% in 2023 to 12% in the most recent survey. This trend appears set to continue, positioning rail as a growing leisure transport mode among Gen Z travellers keen to explore Europe more sustainably and at a slower pace.

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Long-haul travel is another defining trend. Some 48% of respondents expressed an interest in travelling to destinations they have never visited before, pushing demand for what the report calls “The Longest Haul”. Destinations in Australia, New Zealand and the Pacific Islands rose from 7% to 10%, driven largely by 25–34-year-olds (from 11% to 19%) and 35–44-year-olds (from 7% to 10%). Notably, interest among over-65s quadrupled from 2% to 8%, reflecting the growing appeal of long-distance travel among older, experience-driven consumers.

Cruise travel continues to diversify as travellers show interest in both significantly shorter and much longer itineraries. Although mid-length cruises (7, 10 or 14 days) remain the most popular at 37%, 35% and 33% respectively, the desire for short breaks of up to five days has grown sharply—rising from 19% in 2023 to 36% in 2025. This demand is strongest among travellers aged 18–34, with more than half (57%) saying they would consider a short cruise. Interest has also surged among 35–54-year-olds, climbing from 16% to 42%.

Longer 21+ day cruises are gaining momentum as well, particularly among older travellers. Among those who have taken a cruise in the past year or plan to do so next year, 12% are interested in 21+ day itineraries, up from 8% in 2023. Over-65s are the most committed to extended voyages, with interest rising from 14% to 22%. Meanwhile, participation among 35–54-year-olds more than doubled, rising from 4% to 10%.

The ABTA travel trends for 2026 confirm that the UK travel market is entering a more diversified, experience-led phase. September is emerging as a new anchor month for outbound leisure travel; 25–34-year-olds are shaping market expectations; long-haul exploration is increasing despite cost pressures; rail is gaining ground among younger audiences; and cruise demand is expanding at both ends of the duration spectrum.

For the wider travel and hospitality industry, these insights point to a need for product diversification, sharper segmentation, more dynamic pricing strategies, and traveller-centric communication that reflects shifting motivations and behaviours across generations.

ABTA Travel Trends 2026

The article ABTA travel trends for 2026 highlight shifting UK travel behaviour first appeared in TravelDailyNews International.

The post ABTA travel trends for 2026 highlight shifting UK travel behaviour appeared first on Travel Daily News