ABTA reveals where people get their holiday inspiration

Fresh insight from ABTA’s Holiday Habits 2024-2025 research reveals where people go for information and inspiration when planning and researching their holidays – and that it varies significantly depending on age. 

Of the 12 different options listed, the top choice is a general internet search (49%), followed by recommendations from family and friends (39%), and travel websites, newsletters or guidebooks (36%) are third.

While, on average, one in five people use social media platforms for their inspiration (21%), significant generational differences reveal they are the most popular option among those aged 18-34; used by 44% of 25-34-year-olds and 42% of 18-24-year-olds. 

The full findings are available in a short guide to help support ABTA members’ marketing, which can be downloaded via the Member Zone on abta.com. 

Of those who had been on a holiday booked through a travel professional in the past 12 months, 37% said they got their inspiration from travel agents and tour operators, the same proportion as friends and family (37%), underlining how much customers value not just travel agents’ and operators’ support, but extensive knowledge of where to have a fantastic holiday.

With 68% of consumers saying they only trust companies that are members of ABTA, the association is encouraging its members to harness the strength of the ABTA brand and make use of the marketing materials in its Member Zone. Assets including videos, copy and imagery for social media, help members reach customers in the places they are going for inspiration.

Graeme Buck, Director of Communications at ABTA - The Travel Association said:

“The detail of our new insight is exclusive to members and will help to guide them in their marketing – by helping show where and how to focus their marketing efforts, ultimately to bring in more business. 

“With the ABTA brand instilling high levels of confidence among holidaymakers, it makes business sense for all members to prominently display the ABTA logo on their website, social media content, advertising materials and retail space.”