A recent survey has revealed an increase in the intent to travel among consumers, countering rising costs.
- The 10th annual Travel Insights report indicates a strong desire to travel this year and next, despite holiday price hikes.
- A consistent 15% net increase in travel intent has been observed among respondents for both 2024 and 2025.
- Mature travellers, aged 55 and above, make up a significant portion of this increasing demographic.
- Value for money remains a priority, with most respondents rating their holiday expenditures positively.
The latest Travel Insights report, conducted by The Specialist Travel Association (Aito), highlights a noteworthy upward trend in consumer travel intentions, even in the face of escalating holiday costs. The survey analysed responses from clients across 40 Aito companies, including tour operators and travel agents, reflecting a broad perspective on consumer sentiment.
A key finding from the report is the 15% net increase in individuals more likely to travel in both 2024 and 2025 compared to previous years. This increase stands in stark contrast to last year’s modest 3.5% net rise in travel intent, suggesting a renewed confidence among travellers.
Spike director Roy Barker attributes this steady upturn to decreasing apprehension about travel post-Covid, noting that the desire to travel does not equate to actual travel but signifies a growing confidence in the industry. Barker emphasizes the impressive consistency of the 15% increase, calling it unexpected, especially when respondents were asked about their travel plans for 2025.
The survey predominantly represents mature audiences, with over 80% of respondents aged over 50 and 66% over 60. This demographic shift reflects the growing presence of Baby Boomers, with their influence expected to expand over the coming decade.
Significantly, 87% of those surveyed expressed intentions to travel within the UK, whilst 90% were drawn to European destinations and 70% considered venturing beyond. Bookings for domestic and European holidays were notably higher than those for long-haul trips, which remain under 50%.
Financial resilience appears to shield many respondents from the looming threat of rising holiday costs, with 87% affirming their holidays offer good or excellent value for money. Furthermore, 95% classified their financial standing as average or above average, projecting a stable or improving financial outlook for the next year.
Travel continues to play an essential role in the lifestyles of respondents, with 85% regarding it as indispensable and 78% willing to pay more for enhanced experiences. Barker suggests that post-Covid experiences have rekindled appreciation for travel’s value, making it a critical aspect of their lives.
Aito Executive Director Martyn Sumners expressed optimism about the demographic trends, acknowledging the influx of mature travellers into the market as a promising opportunity for the sector’s growth.
The rising travel intent and demographic trends highlight a promising future for the travel industry despite current economic challenges.
