Nearly half (44%) of consumers think AI has the potential to improve their holiday planning experience, rising to 68% of 25-34s. Many travel companies have released AI tools in the last few years to assist in the holiday planning process, including Booking.com, TUI and Marriott Bonvoy. Advancements in AI technology will further appeal to travellers seeking more complex itineraries such as multi-stop trips and group travel bookings.
Looking ahead to October 2024 to February 2025, there is a decline in interest for rural or countryside holidays compared to the previous year. Conversely, there is rising demand for snow sports holidays, driven mainly by younger travellers. Additionally, health and wellness holidays are predicted to gain popularity as city dwellers seek a break from hectic, urban environments.
Travel brands have various opportunities to promote local tourism. By offering discounts to local residents, collaborating with local businesses, and offering convenient public transport links, brands can encourage more people to explore local attractions. Families with young children show a strong interest in exploring local attractions, with 86% of parents with children aged 4 and under eager to explore attractions closer to home. This presents an opportunity for travel brands to create family-friendly packages and promotions that cater to the needs of parents with young children.
Trends indicate a growing interest in experiential tourism, with a rise in demand for lesser-known and off-the-beaten-track destinations.
Jennie Bryans, Senior Travel & Leisure Analyst
This Report examines the habits and attitudes of British adults aged 16 or over towards holiday-taking in the UK and abroad. For the purposes of this Report, Mintel defined a holiday as a stay of at least one night that is primarily for leisure purposes. Business trips and visiting friends or relatives are not included.
This is a bi-annual series, with the next edition due out in May 2025.
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more£ 5,000 – £ 21,600
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more£ 2,195
Brands will do well to remove single supplement fees to ensure solo travellers are not put off by higher prices for solo travellers. Some 16% cite this as...
Find out more£ 2,195
The share of Brits staying in a holiday rental property has reached its highest level, with 30% of UK adults having stayed in such accommodation in the past...
Find out more£ 2,195
Around half (51%) of respondents who travelled by Eurostar in the last five years took an onward rail journey (eg London to Paris, Paris to South of France,...
Find out more£ 2,195
Improved financial wellbeing amongst higher earners is set to boost the luxury travel market, driven by increased disposable income and a growing desire for unique experiences. This presents...
Find out more£ 2,195
Despite falling inflation and rising wages, which have eased some pressure on household finances, holiday centre and park visitors remain price-sensitive. Brands can appeal to lower-income households by...
Find out more
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
