Advantage Insights into Summer Trading

Ahead of the summer period, Advantage Travel Partnership’s Commercial Director, John Sullivan, shares an insight into the shifting landscape of travel including discussing the anniversary of the all-inclusive and how it has changed, identifying how set-jetting may impact destinations this summer as well as diving into the US travel landscape.

Celebrating 75 years of the all-inclusive holiday

Historically, all-inclusive holidays were marketed toward consumers seeking value for money and operating on lower-end budgets. These packages typically included buffet-style dining, entertainment throughout the day and evening, and locally branded beverages, all designed to reduce costs and enable guests to manage their budgets while still enjoying a fulfilling holiday experience.

Over the past decade the all-inclusive offering has evolved significantly. While traditional packages remain popular and continue to meet a clear consumer demand, the scope of the all-inclusive model has diversified considerably. Premium brands such as Sani, Ikos, and Rixos have redefined the concept by appealing to the luxury market, offering comprehensive on-site experiences. These include à la carte dining, destination-specific activities, branded beverages and cocktails, and exemplary five-star service. Major accommodation providers such as Hyatt have also responded to this shift by expanding their portfolio to include offerings like the Hyatt Inclusive Collection.

As the all-inclusive product now caters to a broader spectrum of guests, it is attracting a more diverse clientele than ever before. Advantage is well positioned to support this trend, with data showing that bookings to all-inclusive resorts through its network have doubled every three to four years since 2018. In that year, approximately 7 percent of all bookings through Advantage agents were for all-inclusive holidays; by 2022, this figure had grown to 15 percent, and by 2025 this has reached 30 percent meaning that every 3-4 years bookings for all-inclusive holidays are doubling. 

In addition, many all-inclusive resorts are deepening their engagement with local communities to create mutual benefits. Beyond job creation and sourcing of local products, these resorts are increasingly promoting authentic experiences within their destinations. Examples include excursions to local markets accompanied by hotel chefs and opportunities to participate in community-based projects. Notably, Ikos Resorts offers guests a ‘Culture Pass’, granting access to museums, local tours, and historical sites—allowing guests to enrich their understanding of local heritage. The brand also includes a ‘dine-out’ option as part of its all-inclusive offering, encouraging guests to explore local cuisine and support small businesses, thereby reducing competition between hotels and independent establishments.

The all-inclusive concept is no longer confined to beach resorts. It is now available across various holiday types, including cruises, ski trips, safaris, and eco-resorts. Advantage has also observed a concerted effort by destinations such as Spain and Greece to enhance their all-inclusive offerings over the past decade. Meanwhile, countries like Turkey and Egypt continue to be perceived as offering exceptional value for money, thanks to the extensive range of facilities available.

Set-Jetting

Set-jetting and film tourism have been notable travel trends in recent years, with their popularity continuing to rise. According to Expedia’s 2025 Trend Report, approximately two-thirds of travellers are now planning their holidays based on inspiration drawn from films and television series. Productions such as The White Lotus, Race Across the World, and Jurassic World: Rebirth are influencing travel to destinations in the East, where perceived value further enhances their appeal.

In anticipation of the upcoming summer season, Advantage has identified several emerging destinations influenced by popular media. The success of The Traitors has reignited interest in historic castles across the UK, with Scotland, in particular, experiencing heightened demand. Major global cities including Paris, Rome, London, and New York are also seeing increased bookings, spurred by the release of titles such as Emily in Paris (Season 4), Mission: Impossible – The Final Reckoning, and Sex and the City: And Just Like That. An unexpected emerging destination highlighted by Advantage is Oahu, Hawaii, which is drawing attention ahead of the release of the live-action adaptation of Lilo & Stitch.

Trend Watch 

In tandem with the set-jetting trend, there is a broader rise in special interest tourism. Increasingly, travellers are selecting holiday experiences aligned with their personal passions and hobbies. Examples include “game-cations” tailored to gaming enthusiasts, botanical tourism for plant lovers, and a growing interest in nature retreats and garden-focused getaways.

Traditionally, British travellers have embraced the concept of the "fly and flop" holiday, jetting off to a destination primarily to relax and unwind. However, there is a noticeable shift towards a more health-conscious and holistic approach to leisure. Increasingly, travellers are seeking opportunities to maintain their wellbeing while enjoying their time away. Emerging trends such as sleep tourism, radical rest holidays, and digital detoxes are gaining significant traction, reflecting a growing desire to escape the fast pace of everyday life while prioritising both physical and mental health.

Nocturnal tourism or "noctourism" is also on the rise. Many travellers are actively pursuing enriching night time experiences, from stargazing on safari and witnessing the Northern Lights to exploring popular attractions such as museums and galleries during extended evening hours. These experiences allow visitors to connect with destinations in a new and often more serene context.

Another increasingly popular concept is the Joy of Missing Out (JOMO). This trend does not imply a reluctance to travel, but rather reflects a cultural shift towards slower, more intentional travel. It highlights the growing appeal of choosing tranquillity and presence over obligation such as skipping a “must-see” attraction in favour of an extra hour spent outdoors, simply enjoying the sunshine.

Lastly, adventure and touring holidays have seen an exceptionally strong start to the year, with revenue up 18 percent year-to-date and March emerging as the strongest growth month thus far. Solo travel is also performing particularly well in this category, with leading destinations including Japan, India, South Africa, Egypt, Spain, and Italy.

Shifting Landscapes

Following a strong 2024 and a buoyant performance in 2023, Advantage anticipated that trading conditions would become more challenging entering 2025. However, the consortium reports the year-to-date bookings and revenue remain up, affirming consistent consumer research that indicates travellers continue to prioritise holidays wherever possible.

Advantage identified that mass-market performance has been somewhat mixed so far this year. In January bookings began slower than in previous years, but volumes have since increased, with a noticeable trend toward last-minute bookings. Both the February half-term and Easter holidays experienced significant last-minute sales. During the peak booking period, volume was largely driven by couples, with family travel trailing behind typical expectations.

Popular destinations remained consistent, with Spain and its islands, Greece, and Turkey continuing to attract strong demand. A clear consumer focus on value was evident, with travellers across all budget ranges seeking to maximise their holiday experience. This trend has benefited destinations known for offering good value, such as Egypt, Morocco, Cape Verde, and Tunisia. In recent weeks, discount messaging and strategic price adjustments have contributed to increased volume, particularly within the family market, which is beginning to show stronger performance.

Long-haul sales have been particularly robust, with revenue up 15 percent year-to-date. The enduring appeal of travelling East is notable, especially among set-jetting travellers and destinations including the Caribbean, the UAE, and Australia have also performed well. Meanwhile, sales to the USA remain steady, with Florida maintaining its position as a top long-haul destination, further boosted by the highly anticipated opening of Universal’s Epic Universe theme park on 22nd May.

Cruise continues to be a major area of focus, given the sustained growth in the sector. Ocean cruise sales are currently up 16 percent year-on-year, with rising interest in river and expedition cruises. There is particularly strong momentum for cruises to more distant destinations, and small ship luxury cruises are performing well in regions such as Asia, Australasia, and North America. Last year, Advantage hosted its largest-ever cruise conference, and this year’s event will take place in partnership with Princess Cruises aboard the Sky Princess on a sailing to Hamburg. 

Looking ahead to the late booking period, all indicators suggest a busy trading season. Over the past three weeks, an average of 38 percent of weekly bookings have been for departures within the next 12 weeks, with the current departure month consistently accounting for the highest booking volume.

US Travel

Despite the nervousness around the political dynamics surrounding the USA, the market continues to trade well as one of the most popular long-haul destinations across the Advantage membership, with New York, Orlando, and Las Vegas consistently ranking among the top sellers. Nashville has seen a particularly strong start to the year, likely driven by increased interest in music tourism following the UK’s Country to Country festival. Other destinations such as Miami, Seattle, and New Orleans are also performing well, supported by growth in cruise travel and cultural tourism. From the Grand Canyon and the Hollywood sign to road trips and major sporting events like the Super Bowl and US Open, the breadth of attractions continues to appeal to a wide range of travellers. The recent opening of Universal’s Epic Universe in Orlando is expected to further boost visitor numbers throughout the year.

However, cost remains a growing concern for UK travellers. A weaker exchange rate, rising tipping expectations - reportedly up by as much as 5%—and additional fees such as staff pension contributions are contributing to the perception that the US is becoming less affordable. 

As a result, more travellers are considering alternative destinations or opting for all-inclusive holidays, which offer better value and clearer budgeting. For now, the strength of the US offering continues to attract demand, but changing perceptions around value may begin to influence future booking trends.