An Abta study has found that more than a third of holidaymakers take their inspiration from travel agents and tour operators when booking their next trip.
As part of its Holiday Habits 2024-2025 report, the association researched which sources people use for information and inspiration when planning their holidays.
The top choice was a general internet search (49%), followed by recommendations from family and friends (39%), and travel websites, newsletters or guidebooks (36%). There were 12 options listed in total.
While on average one in five people use social media platforms for their inspiration (21%), generational differences reveal they are the most popular option among those aged 18-34; used by 44% of 25–34-year-olds and 42% of 18-24-year-olds.
Of those who had been on a holiday booked through a travel professional in the past 12 months, 37% said they get their inspiration from travel agents and tour operators – the same proportion as friends and family (37%).
An Abta spokesperson said this “underlines how much customers value not just travel agents’ and operators’ support, but extensive knowledge of where to have a fantastic holiday”.
The spokesperson added the new insights “will be useful in helping Abta members shape their marketing plans, helping them to target relevant customer groups in the right way”.
Graeme Buck, director of communications at Abta, said: “People are referring to a wide range of sources when planning their holidays, with different age groups exhibiting different preferences, particularly online.
“The detail of our new insight is exclusive to members and will help to guide them in their marketing – by helping show where and how to focus their marketing efforts, ultimately to bring in more business.”
Almost three-quarters (68%) of consumers said they only trust companies that are members of Abta.
Buck added: “With the Abta brand instilling high levels of confidence among holidaymakers, it makes business sense for all members to prominently display the Abta logo on their website, social media content, advertising materials and retail space.”
The full findings are available in a short guide, which can be downloaded via the Member Zone on Abta’s website.