Middle aged ‘most likely’ to rely on travel agents for holiday inspiration, poll suggests

Almost a third of people aged over 45 rely on travel agents for their source of holiday inspiration, new research reveals.

However, 65% of 18 to 44-year-olds turn to social media rather than more traditional sources, according to a poll of more than 2,000 people by Ambassador Cruise Line.

By comparison, this drops to 24% for those aged 45 and over while nearly half (46%) of people in this age range remain committed to traditional search engines.

Just 14% of rely on AI for travel ideas with younger demographics (18-44) the most likely to utilise it (19% verses 9% of 45-plus), the survey found.

Half of those aged 45-64 prefer word of mouth (52%) and the demographic most likely to rely on inspiration served up in a newspaper are those aged 65-plus (16%). 

While the combined effects of the rising cost of living and global geopolitical impacts have made some travellers more cautious about travel, three quarters of respondents say they were booking their next holiday regardless rather than taking a “wait and see” approach in a lates market.

Half of those polled (51%) agree that one of the biggest influences when choosing a holiday is the affordability of the destination with flight (38%) and accommodation costs (31%) proving the biggest barriers to booking a break this year.

As a result, value for money tops the list of what matters most. When making a purchase, half (50%) prioritise getting packages that include bed, board and entertainment or deals offering discounted rates on additional bookings. 

A total of 65% agree that they are happy to give up everyday luxuries such as eating out, hobbies and cinema trips in order to save for their next getaway.

Ambassador Cruise Line chief executive Christian Verhounig said: “A holiday abroad – once seen as the height of luxury – has clearly become a modern-day necessity for many.

“So long as they can guarantee value, Brits are willing to make everyday sacrifices because they recognise the benefits that travel brings – whether that’s spending quality time with loved ones, exploring new destinations or simply switching off from the busyness of modern-day life.

“This is particularly true of the older demographic who show greater confidence and willingness to travel despite geopolitical uncertainty and perceived barriers such as language differences, elevated costs of land-based accommodation in Europe or flight disruptions.

“Amidst the backdrop of the ever-rising cost of living, value – or ‘bang for your buck’ - is of even greater importance. As such, holidaymakers would do well to explore alternative types of holiday rather than sticking with the traditional hotel and flight itineraries which are proving the biggest barriers due to affordability and unreliability.

“No-fly cruises, for example, can offer fantastic value for money – thanks to affordable yet memorable itineraries, a mix of inclusive amenities, destination experiences and ‘all in’ pricing incorporating bed, board and entertainment.”