Over a third of UK holidaymakers are inspired by travel agents and tour operators to book their next trip, a study by the Association of British Travel Agents (ABTA) has found.
As part of the Holiday Habits 2024-2025 report, the association investigated which sources Brits use to gather information and inspiration when planning their holidays.
The first choice was a general internet search (49%), followed by recommendations from family and friends (39%) and in third place were travel websites, newsletters or travel guides (36%). A total of 12 choices were recorded.
While an average of one in five travellers use social media platforms for inspiration (21%), generational differences reveal that it is the most popular choice among 18-34 year olds, used by 44% of 25-34 year olds and 42% of 18-24 year olds.
Of those who had booked a holiday through a tourism professional in the last 12 months, 37% said they were inspired by travel agencies and tour operators – a similar proportion to friends and family (37%).
An ABTA spokesperson said this “underlines how much customers value, not only the support of travel agents and tour operators, but also the extensive knowledge of where to go for a fantastic holiday”.
He added that the “new knowledge will help ABTA members shape their marketing plans, making it easier for them to target relevant customer groups in the right way.”
In a statement, Graeme Buck, ABTA’s communications director, said: “People look to a wide range of sources when planning their holidays, with different age groups having different preferences, particularly online. The details of our new approach are exclusive to members and will help them direct their marketing – showing them where and how to focus their marketing efforts, ultimately bringing in more business.”
Almost three quarters (68%) of consumers said they only trust companies that are members of ABTA.
Buck added: “With the ABTA brand inspiring high levels of trust among holidaymakers, it makes business sense for all members to prominently display the association’s logo on their website, social media content, promotional materials and retail locations.”
