New data insights on the travel landscape in 2025 revealed

Advantage Travel Partnership has today shared its latest trading data insights for 2025, revealing how the industry has shifted in comparison to 2024.

Highlights include significant growth in leisure travel, emerging booking behaviours, and the dynamic changes within specific sectors like cruise and school holiday travel.

• Re-emerging destinations such as Egypt, Tunisia and Malta are seeing booking increases of up to 117% YOY
• Booking periods are being extended up to 15 months to allow for ‘bucket list travel’
• Late notice travels as 46% of summer 2025 bookings were made within 12 weeks of departure
• ‘Ultra Late’ and ‘Ultra-Early’ bookings set to become the next emerging trend

Leisure Travel Booking Behaviours

Leisure travel has seen significant growth this year with overall sales increasing by 12 percent and average booking value increasing by 9 percent when compared to 2024. This growth is evident across various segments, including short-haul, long-haul, cruise, and touring and adventure. Short-haul sales are up 6 percent with a 4 percent increase in average booking value, with the top destinations for the year being Spain and the Canary Islands, Greece, and Turkey. The most sought-after individual destinations within these countries are Mallorca, Tenerife, Lanzarote, Alicante, and Antalya.

Meanwhile, former favourites such as Egypt, Malta, and Tunisia are re-emerging in popularity, with Malta in particular seeing an incredible 117 percent increase in sales compared to 2024. Advantage Travel Partnership hosted its 2025 conference in Malta, giving members an opportunity to experience the destination first-hand before recommending to their customers. Furthermore, long-haul travel remains on the rise with bookings having risen by 19 percent in 2025 as UK travellers continue to book holidays to the Maldives, USA, UAE, Caribbean, and Thailand.

The Rise of Shoulder Season

Increasingly Advantage is seeing travellers booking in the shoulder seasons to benefit from lower prices for flights and accommodation, fewer crowds and often milder weather. October half-term has seen an increase in sales by a staggering 22 percent whilst the Christmas holiday period increased by 11 percent. Overall, September to October sales are up 28 percent whilst May to June sales increased by 11 percent.

Long-haul destinations are often more popular during shoulder season periods due to having different temperatures and experiences to European destinations and during these periods this year, long-haul destinations have seen a 16 percent increase in sales and a 12 percent rise in bookings.

Summer Holiday Travel

Nonetheless, summer holiday travel has still had a strong performance as sales increased by 13 percent, with departures up by 7 percent. Despite these increases, however, the number of family passengers has declined by 3 percent which indicates more trips are being made by groups of friends and couples instead.

46 percent of summer bookings were made and departed within 12 weeks, up 4 percent from the previous year, with many opting for last-minute getaways. Meanwhile, the average length of stay during the summer period was 9.8 nights, an increase of 1.5 days compared to last year. Notably as 2025 marks the 75^th anniversary of all-inclusive holidays, 45 percent of all bookings for trips this summer were for this category, up from 40 percent last year. The rise of all-inclusive resorts has been driven by travellers' growing demand for convenience, value, and stress-free planning appealing to a wide range of tourists from families to couples seeking predictable costs and hassle-free getaways. In an era where cost transparency and timesaving are increasingly valued, all-inclusives offer an attractive option. Their popularity has surged post-pandemic, as people prioritise ease, safety, and maximising their time away without the need for constant decision-making or unexpected expenses.

Emerging Trends

‘Ultra-late’ bookings are on the rise, with travel within two weeks of departure increasing by 7 percent compared to 2024 and now accounting for 11 percent of all bookings thus far this year, whereas, ‘ultra-early’ bookings for travel more than a year out represent 9 percent of all bookings. The average booking value for 2026 is already showing a 10 percent increase. These booking trends reflect travellers seeking the highest value for their holiday spend, which is achieved through forward planning, as well as looking out for last-minute deals.

Previously the average leisure booking was made 6-10 months in advance of travel but Advantage members are now seeing this extend up to as much as 15 months as travellers opt to spend on bucket list destinations and fully immersive experiences​. There is also a surge in long-haul travel, especially going East to destinations such as Thailand and Japan. Furthermore, solo travel continues to grow in popularity and is experiencing double-digit growth.

The Landscape of Cruise

Cruise represents another key sector for Advantage members who have seen total bookings grow by 10 percent and the average booking value increase by 11 percent. This growth has been driven by a variety of segments, with expedition cruises surging by 34 percent, river cruises by 24 percent, and Luxury cruises by 13 percent. Ocean cruises have also experienced a strong 10 percent increase.

The landscape of cruise is continuously diversifying as a result of demand for varied and tailored cruise experiences whilst the core customer base is shifting from the boomer generation to younger generations including Millennials and Gen Z who are drawn to more immersive and luxury experiences.

Examples include river cruises, as up to 70 percent of travellers are new to the experience, with Europe’s Danube & Rhine leading the way as well as further afield river journeys along the Mekong, India and Vietnam all attracting attention​. Furthermore, there is a desire to showcase new sides to cruising with high-end hotel brands such as Ritz-Carlton and the Four Seasons entering the cruise space using their name to promote this luxury experience. Asia and South America continue to lead as the top bucket list choices for luxury cruises. Cruises also offer accessible opportunities for adventure such as Polar itineraries which are proving most popular amongst 46–65-year-olds.

John Sullivan, Commerical Director of Advantage Travel Partnership, said: “There’s a clear and growing desire among consumers in 2025 to prioritise travel, with many seeing it as a necessity rather than a luxury. After years of shifting global dynamics and changing priorities, people are more eager than ever to invest in experiences that offer adventure, cultural connection, and personal fulfilment. This heightened demand reflects not just a rebound effect, but a lasting shift in consumer values toward exploration, wellness, and meaningful moments.

The demand for summer holiday travel is still prevalent, but our data does indicate a trend for more travellers opting for shoulder seasons and that we will continue to see a shift in holiday habits. It’s clear that cost remains a key booking driver which is reflected in the data on shoulder season travel as well as ultra-late and ultra-early bookings, with many travellers looking to get the best experience possible for their available budget. Whilst prices have increased, the average booking value has also risen and at a higher rate than the price which indicates it’s not always about finding the cheapest available holiday but what offers the best value and how much extra value can I get with my budget.”