If Only’s Gordon McCreadie says the industry must identify and address the needs of the new holidaymaker to cultivate lasting loyalty
I recently returned from a fantastic holiday at Dreams Corfu Resort & Spa in Gouvia. It was a much-needed break, and I came back feeling refreshed and inspired. But while I was soaking up the sun and enjoying the resort’s amenities, I couldn’t help but notice something interesting: the people around me seemed different to those I’ve encountered on previous holidays.
It used to be that the typical holidaymaker was a family of four with two young children, but that’s clearly changing as the world becomes more inclusive and diverse. We’re witnessing a rise in solo travellers seeking adventure and self-discovery; couples celebrating milestones; and groups of friends bonding over shared experiences. This shift in demographics presents a wealth of opportunities for the travel industry to cater to a wider range of preferences and needs.
The rise of single parenthood presents a unique opportunity. While some resorts are beginning to offer in-resort childcare, this remains a largely untapped opportunity for many destinations. By researching hotels that provide dedicated childcare services, travel agents can cater to this growing market segment and enhance the overall holiday experience for single parents.
Inclusive imagery
It is also great to see so many same-sex couples and families. However, as an industry, we still have a huge amount of work to do to improve the availability of inclusive holidays for the LGBTQ+ community, which can be done in part by working on the imagery used in marketing for tailored packages. We need to make sure our marketing and imagery reflects the diversity in the world. Our industry is all about inclusivity, after all.
I was also surprised by the number of multi-generational families. It was heartwarming to see grandparents, parents and grandkids creating lasting memories together. This is a trend we have seen grow since the pandemic but one we need to encourage further. To capitalise on this, the industry must adapt its offerings to accommodate diverse age groups. This includes providing suitable room configurations, flexible dining options and activities that cater to everyone from age eight to 80.
The ‘workcation’ trend is another gaining traction as more people embrace hybrid working. By promoting destinations as ideal work-from-anywhere locations, travel agents can attract a new segment of travellers seeking to combine leisure and productivity. To support this trend, hotels and resorts must invest in reliable Wi‑Fi, business facilities and quiet workspaces.
Resilient demand
The recent surge in summer sales, increased average booking values and extended-stay durations highlight the ever-growing appetite for travel from all consumer segments. Remarkably, despite the Euros, elections and the Olympics, the industry has demonstrated resilience, as it always does, and major events haven’t impacted bookings like we have seen in previous years.
In fact, we’ve experienced a surge in sales, with trading 20% up on the previous year. This indicates a strong appetite for travel across various demographics. Furthermore, we’ve observed a significant increase in forward bookings into 2025 and 2026, with customers committing to longer stays and higher spending.
But to sustain this momentum, the industry must continue to adapt and evolve. By identifying and addressing the needs and trends of the new holidaymaker, travel agents can position themselves at the forefront of this dynamic market.
It is evident that the traditional approach to holiday planning is no longer sufficient. To thrive in this new era, the industry must embrace innovation, flexibility and personalisation. By tailoring pricing, marketing and imagery to resonate with modern travellers, travel agents can not only capture market share but also cultivate lasting customer loyalty.
As highlighted by the broad mix of hotel guests on my recent holiday, the time to adapt is now. By doing so, I believe the industry can unlock unprecedented growth opportunities.