Trade reports continued downturn in family sales due to financial concerns

Travel agents have reported a continued downturn in family sales due to financial concerns.

 

Firms said families were holding out for late deals or considering alternative destinations and dates.

 

Hays Travel chief operating officer Jonathon Woodall-Johnston cited a “slower level of uptake in the family market” since the start of 2026 compared with 2025, with Middle East concerns “undoubtedly” knocking confidence.

 

“Value for money is a growing concern this year, particularly as destinations that were previously considered more affordable have seen rising prices due to demand concentrating in fewer regions,” he said. “As families move towards Mediterranean destinations, increased demand has pushed prices up, which may further limit options for an affordable peak-season holiday.”

 

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Althams Travel said family bookings were 1.6% down on last year but for peaks the figure was 3% down, with families “feeling the pinch” and “waiting to see if prices drop”. 

 

Managing director Sandra McAllister said: “Feedback has been quite varied but the most common reasons given have been cost of living pressures and waiting to see if prices drop,” she said.

 

Nicky Lynn, branch manager at Althams in Huddersfield, noted families were priced out of destinations such as Turkey, which was no longer “a fallback” option.

 

“Families look at what they paid last year to budget and are instantly put off,” she said.

 

Triangle Travel managing director Rob Kenton also highlighted a “noticeable disconnect” between budgets and market rates, reporting a “significant downturn” and “uncharacteristic lull” in family sales.

 

“Traditionally, January and February are our peak windows for securing repeat business, but many of our regular clients have yet to surface this year,” he said, adding: “While the desire to travel remains, the primary hurdle is clearly financial,” he said, adding school fines were affecting term-time bookings.

 

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Families who take their child out of school three times unauthorised within three years face fines of up to £2,500 and a potential prison sentence. “In our region, the strict enforcement of school-absence fines appears to be a major deterrent,” he added.

 

Premier Travel said families were being “much more considered about budgets” and taking longer to decide due to price hikes in destinations such as Greece, Spain and Turkey in the last two years.

 

Managing director Paul Waters said: “Some families are looking further ahead to spread the cost, travelling every other year, or considering alternative destinations such as Tunisia, Morocco or Bulgaria.”

 

Katelyn Cook, social media manager at Seaside Travel, said: “A lot of customers are advising us they are waiting to see if any last minute deals crop up.”

 

Beverley Travel director Kelly Cheesman predicted a “big lates market”. 

 

She said: “People will wait for July discounts because they got them last year. We just have to be in customers’ minds when they’re ready to book.”

 

Advantage Travel Partnership commercial director John Sullivan the family market was “broadly in line” with this time last year on passenger numbers but revenue was “slightly ahead”, suggesting demand has “plateaued”.

 

He said: “Shoulder months are still most in demand for us [for families], with May, June and September ahead of July and August. Value remains key."

 

Mark Mitchell, head of tour operator Co-op Holidays, said the operator had noticed a “clear shift” towards booking in early July, prior to the peak summer holiday, while couples and groups were making up a larger share of summer bookings.

 

“It suggests families are either travelling earlier or exploring different times of year entirely,” he said, adding: “Families aren’t hesitating about whether to travel but they’re being much more strategic about how and when they travel. We’ve seen interest grow in locations like Alicante, which has a Mediterranean climate and family-friendly beaches but at a lower entry point.

 

“They’re also making practical trade-offs: shorter stays and self-catering instead of all-inclusive to find the best deal.”