Travelopia Tailormade highlights repeat booking trends

Summer 2024

Repeat bookings are up as much as 40%. Citalia has seen a marked increase in demand in Italy for The Lakes YOY. Alongside the Lakes, Sicily is also proving popular for summer 2024 driven by demand for Taormina and Cefalu.

For Sovereign Luxury Travel, Spain is leading the way in terms of bookings and enquiries. Its accessibility from the UK makes shorter breaks possible and popular.

Across the Atlantic for American Holidays the Deep South, New England and West Coast make up nearly a quarter of repeater summer bookings.
 

Winter Sun 2024/25

The volume of repeat bookers has increased share of winter sun bookings by a quarter, from 50% in 2023-2024 to currently 75% in 2024-2025.

Within Sovereign Luxury Travel, nearly half (42%) of all winter sun bookings are from repeat bookings. The most popular destination is Tenerife. Over half (54%) of repeat winter bookings are for departures in February.

For Citalia a quarter of all winter sun bookings are from repeat bookings, with the Italian cities proving the most popular across Venice, Rome and Florence. Over half (54%) of repeat winter bookings are for departures in November.

Across North America American Holidays has reported a fifth of all winter sun bookings are from repeat bookings. Across the winter months, Florida is the most popular destination. A fifth of repeat winter bookings are for departures in December.
 

Erin Johnson, Marketing Director for Citalia, Sovereign and American Holidays, comments: “Reassuringly there is still strong commitment to holiday spend. However, guests are keen to ensure they are taking valuable time out to destinations with agents and operators they know and trust.

"This is good news for us as tour operators and for agents, as well as across the wider supply chain, as it means there is already a captive market to engage with who know and appreciate a particular destination and are keen to revisit.

"Looking further ahead to 2025, we are already seeing a significant proportion of bookings as repeat for those guests keen to plan ahead as well as secure holidays for the winter sun season.”