Survey shows rise in number of consumers planning to travel more in 2025

The number of holidaymakers intending to travel more this year has risen, according to a survey of clients of specialist travel firms.

The Aito Travel Insights 2025 report, by customer data and insights company Spike, surveyed nearly 14,000 responses from customers of 37 companies – tour operators, travel agencies and tourist board partners. The survey was sent out to clients in October and November last year by companies which are are part of or partners of The Specialist Travel Association (Aito).

When asked about travel in 2025, 27.5% said they would take more holidays while 60.7% said they would take the same amount of holidays this year and 11.8% said they would take fewer holidays. The number planning to take more holidays in 2025 than they took in 2024 represents a net increase of 15.7%. This figure is reached by subtracting the number of respondents who want to travel less from the number who want to travel more.

The positive figures indicate almost 90% of consumers will travel as much or more than they did last year.

Spike director Roy Barker said: “There is a lot of confidence and they [respondents] can afford the same or more holidays. Aito businesses continue to perform well on key criteria. The demographics and affluence are in their favour.”

More than 40% of consumers surveyed described themselves as ‘well off’ or ‘very well off’ and the majority, 83%, do not believe their financial situation will change in 2025.

In terms of spend, more than 61% of respondents to the Aito survey said they spent more than £2,500 per person on a holiday, compared with 56% last year. The majority, 80%, said they were prepared to pay more for a better experience compared with 78% in 2024.

Barker noted that 83% of respondents now saw travel as an ‘essential’ part of their lifestyle. “People will forgo many things rather than forgo a holiday,” he added.

The vast majority of respondents were aged over 50, with 33.8% between 70 and 79 and 37.5% between 60 and 69. Those most optimistic about their finances were aged from 50 to 69, he said.

In terms of the most popular destinations, the US and Canada topped the list for long-haul followed by South East Asia, including China and Japan, and the Indian sub continent including Sri Lanka and the Maldives.

For short-haul, Spain, (including the Canary Islands and the Balearics) was the most popular destination for Aito customers, followed by Italy and France.

Aito’s executive director Martyn Sumners said: “We hope the results of this survey will provide our members with some useful insights into the overall specialist travel customer base, and the key factors affecting customers’ decision-making processes.”