Look ahead with cautious optimism

There is an expectation within the trade that this year is unlikely to be completely smooth sailing, with a host of external factors contributing to a lack of certainty.
And, according to latest research and anecdotal evidence from agents, it could also be a year in which we see notable shifts in travelling habits.

The school summer holidays continue to dictate many family plans, but there appears to be a growing willingness among consumers to consider alternatives – whether that is looking outside July and August for a main break or being happy to soak up fines for absence to allow greater flexibility and unlock more-attractive prices.

A flattening of holiday seasons isn’t necessarily something to be feared, of course, with many destinations actively looking to boost shoulder-season travel to reduce negative impacts of tourism and create more-sustainable models.

But travel firms working on already slim margins need to ensure they carefully manage pricing and yields outside the summer peak to maintain the strong financial performances of recent years.

Despite an understandable sense of caution about making bold predictions for 2026, there is also an underlying positivity rooted in polls that suggest travel is retaining its place as a priority outlay for customers in all demographic groups. 

As we report this week, more than eight in 10 people polled by YouGov said they expect to spend the same or more on ‘long’ holidays in 2026 than in 2025, so appetite clearly remains strong. There is no room for complacency, but there are certainly grounds to look forward with confidence.

Comment from Travel Weekly, January 29 edition