Shorter UK breaks and later bookings are a “massive” trend in the current market, said Hoseasons Holiday chief executive Richard Carrick.
Speaking at the Barclays Travel Forum last week he said a lot of people are booking holidays in the last four weeks before departure.
He said: “People are buying later. To attract that person is becoming harder.” He said consumers are increasingly “promiscuous”, which makes it more difficult to promote and market a brand.
He said: “I’ve found the last 18 months the most challenging in how you reach the customer.”
However, he said areas such as romantic lodge breaks, activity holidays and people wanting to travel from regional airports are increasing.