Majority of Brits continuing to prioritise travel over all other expenses

“We are in an era where travellers’ values are evolving rapidly shaped by the big matters of our time, from technology to hybrid work or a once-in-a-generation pandemic,” said eDreams Odigeo chief executive Dana Dunne.

“While we are seeing a generational shift in values around these issues, we are also continuing to see travel remain incredibly important to customers of all ages. We expect demand for travel to remain strong, so this data really highlights why it’s vital we continue to innovate and provide new experiences that excite future generations of travellers.”

The research highlights health and safety as one of the main considerations for travellers across all age brackets and geographies.

Nearly half (48%) of UK respondents and 51% of the 8,000 global respondents said health and safety was a priority; these figures increase to 56% and 52% respectively when considering just the 18-24 age group.

These new patterns, said eDreams, follow 25 years’ of significant change in the way people travel, particularly with regards to consumer preferences, with the sector "likely to witness further significant shifts over the next few decades".

"This anticipated period of change follows directly on from a quarter of a century that has seen the travel industry evolve beyond all recognition," said the firm.

Over the past 25 years, passenger numbers have increased from 1.6 billion in 1999 to 4.5 billion in 2019. And despite two years of disruption owing to Covid, air passenger numbers have rebounded and grown to 4.9 billion.

The internet has also changed the way people book; citing an Iata report, eDreams reports online bookings have increased from 5% in 1999 to 70% in 2023.

"This data provides a fascinating insight into what will matter most to travellers as the next generation of socially inclusive and digitally native consumers reach the peak of their spending power,” Dunne added.