Rail seen as 'serious alternative' to flying by more than half of travellers

Less than 50% of respondents to Aito’s annual Travel Insights Survey said sustainable travel was a significant factor when planning their holidays, with most confirming they travel by air.

Just a third (33%) of the more than 12,000 respondents, drawn from travellers who have had contact with Aito members over the past year, said they were concerned about their carbon footprint, down from 37% a year earlier.

In 2024, political stability in a destination country has declined in terms of importance against 2023, from 66% to 50%. But financial protection, and knowing the company with which they were booking was a member of a reputable travel association, scored higher than last year. 

The survey also revealed that while 86% of those polled prefer to communicate by email, sizeable proportions of respondents are open to Facebook (78%), Instagram (55%) and WhatsApp (54%).

Elsewhere, 56% of respondents said they were spending more than £2,500pp on experiential holidays, indicating a preference for the highest levels of service.

More than 90% of customers surveyed are plan to holiday in the UK or Europe this year, according to Aito; more than 60% have either booked or are about to book a break in the UK or Europe, with just under 50% planning a long-haul trip.