ABTA reveals the Travel Trendsetters and cites September as a booming month for holidays
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dhewitt@abta.co.uk Thu, 11/27/2025 - 07:00
ABTA’s new Travel Trends for 2026 report, launched today (Wednesday 26 November 2025), finds 25-34 year olds are the Travel Trendsetters – shaping travel for years to come, and September an increasingly popular month for overseas travel.
25-34 year olds have been dubbed the Travel Trendsetters by ABTA as they are the most prolific in their holiday taking, and place huge value on their breaks.
Around five in six (84%) of this group are planning to travel overseas in the next 12 months, well above the average of 70%. We also know from their travels this year that they take more holidays than anyone else – an average 5.5 holidays overall, including 2.2 abroad.
This is backed up by their commitment to splash their cash on travel – with almost half (49%) planning to spend more on their holidays in the next year.
It’s perhaps no surprise, given how much this group values time away, that 83% say holidays are the most important time of the year, more than any other age group (average is 65%).
They also place more importance on what holidays can do for their mental health and wellbeing, with 90% saying they are important for this reason versus the average of 80%.
In terms of the holidays they are taking, cruises are popular among this age group, with 19% taking one in the last 12 months, more than any other age group, including the over 65s (16%). This reflects the changing nature of cruise, with companies expanding their itineraries, activities and on-board facilities to appeal to a range of markets.
Also featured in the new report is the rise of ‘Super September’. The intention to travel during September has increased by seven percentage points over the last three years, from 17% in 2023 to 24% in 2025, outstripping the main summer months, and the trajectory is expected to continue into 2026.
ABTA says September is becoming more popular as people appreciate it as a good time to explore Europe and beyond, knowing that great weather is still likely, as well as good value breaks available. It also says that, with travellers increasingly looking to add a bit of adventure to their holidays – such as cycling and hiking – September can be a more suitable time to do so than the hottest summer months.
Graeme Buck, Director of Communications at ABTA – The Travel Association, said:
“Travel is a constantly evolving industry – presenting both opportunities and challenges for our members. What is clear from our research is that the demand to travel remains strong - with more people looking to travel abroad on holiday in 2026.
“The way people are travelling is changing, whether that’s embracing different types of trips or times of year to travel.
“ABTA travel companies are responding to these changing demands – working to make people’s holiday wishes a reality, all with the added peace of mind of being under the ABTA umbrella.”
These top trends and others for 2026 were released today (26 November 2025) at ABTA’s annual Travel Trends conference alongside a variety of the latest industry insights from other speakers.
ABTA’s full list of Travel Trends for 2026 (read in full at www.abta.com/TravelTrendsfor2026) are:
1) Super September – Travelling abroad on holiday in this month is increasingly popular
2) Travel Trendsetters – 25–34-year-olds are shaping why, how, where and when we travel
3) Rail-ly Good – Younger adults discovering the joys of train and interrailing holidays
4) The Longest Haul – Exploring destinations the furthest away from home as possible
5) Cruise Goes Long and Short – Appetite grows for very short and much longer itineraries
ABTA says anyone tempted to for a taste of the new trends should speak to an ABTA travel agent or tour operator, harnessing their expertise to ideas and dreams into their ideal break, whilst providing any support or guidance needed along the way.
Notes to editors
1The Travel Trends for 2026 report features research from ABTA’s annual Holiday Habits survey which asks how people travelled in the 12 months prior and what their travel plans are for the year ahead. The research is carried out each summer with a nationally representative sample of 2,001 UK adults by The Nursery Research and Planning (www.the-nursery.net) on behalf of ABTA. The 2025 survey was carried out from 21 July to 1 August 2025, so any references to ‘the last year’ or ‘the past 12 months’ refer to August 2024 to July 2025, with ‘next year’ referring to the 12 months from August 2025.
2Travel Trendsetters refers to 25–34-year-olds
About ABTA
ABTA is a trade association for UK travel agents, tour operators and the wider travel industry. We’re the largest travel trade body, with over 4,300 travel brands in membership who have a combined annual UK turnover of over £40 billion. We work closely with our members to help raise and maintain standards and build a more sustainable travel industry, and provide travellers with advice, guidance and support.
Our members sign up to a code of conduct and commit to agreed service standards and fair trading. When you need clear travel information, and accurate and impartial advice relating to your trip, we’re here for you. When you book with an ABTA member, reliable advice comes as standard. This means that booking with our members brings peace of mind.
ABTA also offers ABTA Travel Insurance to help you on your holiday.
All this together means we help you travel with confidence. www.abta.com
Continue reading...
Full Page image
dhewitt@abta.co.uk Thu, 11/27/2025 - 07:00
ABTA’s new Travel Trends for 2026 report, launched today (Wednesday 26 November 2025), finds 25-34 year olds are the Travel Trendsetters – shaping travel for years to come, and September an increasingly popular month for overseas travel.
25-34 year olds have been dubbed the Travel Trendsetters by ABTA as they are the most prolific in their holiday taking, and place huge value on their breaks.
Around five in six (84%) of this group are planning to travel overseas in the next 12 months, well above the average of 70%. We also know from their travels this year that they take more holidays than anyone else – an average 5.5 holidays overall, including 2.2 abroad.
This is backed up by their commitment to splash their cash on travel – with almost half (49%) planning to spend more on their holidays in the next year.
It’s perhaps no surprise, given how much this group values time away, that 83% say holidays are the most important time of the year, more than any other age group (average is 65%).
They also place more importance on what holidays can do for their mental health and wellbeing, with 90% saying they are important for this reason versus the average of 80%.
In terms of the holidays they are taking, cruises are popular among this age group, with 19% taking one in the last 12 months, more than any other age group, including the over 65s (16%). This reflects the changing nature of cruise, with companies expanding their itineraries, activities and on-board facilities to appeal to a range of markets.
Also featured in the new report is the rise of ‘Super September’. The intention to travel during September has increased by seven percentage points over the last three years, from 17% in 2023 to 24% in 2025, outstripping the main summer months, and the trajectory is expected to continue into 2026.
ABTA says September is becoming more popular as people appreciate it as a good time to explore Europe and beyond, knowing that great weather is still likely, as well as good value breaks available. It also says that, with travellers increasingly looking to add a bit of adventure to their holidays – such as cycling and hiking – September can be a more suitable time to do so than the hottest summer months.
Graeme Buck, Director of Communications at ABTA – The Travel Association, said:
“Travel is a constantly evolving industry – presenting both opportunities and challenges for our members. What is clear from our research is that the demand to travel remains strong - with more people looking to travel abroad on holiday in 2026.
“The way people are travelling is changing, whether that’s embracing different types of trips or times of year to travel.
“ABTA travel companies are responding to these changing demands – working to make people’s holiday wishes a reality, all with the added peace of mind of being under the ABTA umbrella.”
These top trends and others for 2026 were released today (26 November 2025) at ABTA’s annual Travel Trends conference alongside a variety of the latest industry insights from other speakers.
ABTA’s full list of Travel Trends for 2026 (read in full at www.abta.com/TravelTrendsfor2026) are:
1) Super September – Travelling abroad on holiday in this month is increasingly popular
2) Travel Trendsetters – 25–34-year-olds are shaping why, how, where and when we travel
3) Rail-ly Good – Younger adults discovering the joys of train and interrailing holidays
4) The Longest Haul – Exploring destinations the furthest away from home as possible
5) Cruise Goes Long and Short – Appetite grows for very short and much longer itineraries
ABTA says anyone tempted to for a taste of the new trends should speak to an ABTA travel agent or tour operator, harnessing their expertise to ideas and dreams into their ideal break, whilst providing any support or guidance needed along the way.
Notes to editors
1The Travel Trends for 2026 report features research from ABTA’s annual Holiday Habits survey which asks how people travelled in the 12 months prior and what their travel plans are for the year ahead. The research is carried out each summer with a nationally representative sample of 2,001 UK adults by The Nursery Research and Planning (www.the-nursery.net) on behalf of ABTA. The 2025 survey was carried out from 21 July to 1 August 2025, so any references to ‘the last year’ or ‘the past 12 months’ refer to August 2024 to July 2025, with ‘next year’ referring to the 12 months from August 2025.
2Travel Trendsetters refers to 25–34-year-olds
About ABTA
ABTA is a trade association for UK travel agents, tour operators and the wider travel industry. We’re the largest travel trade body, with over 4,300 travel brands in membership who have a combined annual UK turnover of over £40 billion. We work closely with our members to help raise and maintain standards and build a more sustainable travel industry, and provide travellers with advice, guidance and support.
Our members sign up to a code of conduct and commit to agreed service standards and fair trading. When you need clear travel information, and accurate and impartial advice relating to your trip, we’re here for you. When you book with an ABTA member, reliable advice comes as standard. This means that booking with our members brings peace of mind.
ABTA also offers ABTA Travel Insurance to help you on your holiday.
All this together means we help you travel with confidence. www.abta.com
Continue reading...
