UK Package vs Independent Holidays Market Report 2025
2025-07-25T09:25:47+00:00
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Report
en_GB
Holidays remain important to consumers, but it will take more effort to convert interest into bookings as the post-pandemic urge to travel has waned, cost pressures persist and competition increases.
UK
Holidays and Vacations
simple
UK Package vs Independent Holidays Market Report 2025
"There is a growing desire for richer and more diverse experiences, which will make combining different types of holidays in one trip increasingly popular."
Marloes De Vries, Travel Analyst
UK Holiday Market – Trends and Insights
Holidays remain a priority for consumers, but converting interest into bookings is becoming more challenging due to waning post-pandemic travel enthusiasm, persistent cost pressures, and increased competition. Travelers are seeking ways to save, such as opting for cheaper destinations or traveling off-peak.
Overtourism remains a significant issue, with demonstrations in areas affected by rising housing costs, pollution, and congestion. In response, tour operators are increasingly promoting lesser-known destinations to alleviate pressure on popular hotspots.
Travellers are showing a growing interest in holidays that combine multiple trip types, reflecting a desire for richer and more varied experiences. Independent holidays appeal to those seeking flexibility and choice, but addressing concerns about managing multiple bookings and travel budgets is key to broadening their appeal.
Package holidays remain attractive for their convenience in booking complex itineraries. However, to expand their reach, brands must emphasize value and authenticity to meet evolving traveler expectations.
Increased focus on destinations that have the capacity to grow
Brands are looking to increase their market share in the experiences category
Travel subscription services are on the rise
Brands are working towards offering more sustainable forms of transport
New initiatives to make tourism more inclusive
APPENDIX
Supplementary data
Number of essential elements of a package holiday
Graph 36: number of elements that package holidaymakers consider essential when booking a package holiday, by expected booking method for main holiday, 2025
Market forecast data and methodology
Market size package vs independent – volume
Market size package vs independent – value
Market forecast and prediction intervals package holidays – volume
Market forecast and prediction intervals package holidays – value
Market forecast and prediction intervals independent holidays – volume
Market forecast and prediction intervals independent holidays – value
Value forecast package holidays at constant prices
Value forecast independent holidays at constant prices
Forecast methodology
Report scope and definitions
Market definition
Abbreviations and terms
Consumer research methodology
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