TL;DR
- Long-haul travel is up 19% this year (nearly 3x the growth of short-haul at 6%)
- Maldives, USA, UAE, Caribbean, Thailand, and Japan are leading bookings
- Average booking values are up 9% – clients are spending more per trip
- Gen Z and Millennials are planning 5-6 trips in 2026 (above the UK average of 4)
- Booking windows are splitting: 46% within 12 weeks, 8% booking 12-15 months ahead
There’s something in the air right now. Maybe it’s the way autumn’s rolled in, all cosy jumpers and early sunsets, that’s got people dreaming bigger. Because while Spain and Greece are still holding court, something’s changing. Your clients are looking further. Much further.
Long-haul travel is up 19% this year compared to last, which is nearly three times the growth rate for short-haul at 6%. The Maldives, USA, UAE, Caribbean, Thailand, and Japan are leading the charge, and the bookings aren’t just coming back – they’re coming back stronger.
So what does that mean for you? Let’s unpack it.
The Numbers Tell a Story
Travel data from across the UK shows that long-haul holidays grew 19% year-on-year in 2025, outpacing the 12% rise in overall leisure travel. Expedition cruises saw the most dramatic jump at 34%, followed by river cruises at 24%, but long-haul holidays as a whole are firmly in the growth zone.
Average booking values are also up by 9%, which tells us something important: people aren’t just travelling more, they’re spending more per trip. The European Travel Commission found that 63% of survey respondents plan to take a long-haul trip in 2025, with destinations outside Europe drawing consistent interest.
Airlines have expanded their long-haul route offerings this year, adding capacity to destinations like Bangkok, and popular spots across Turkey and Greece. More flights mean more availability, and more availability means more opportunities to say yes when a client asks, “Can we make this work?”
Here’s Where It Gets Good
Long-haul bookings mean higher booking values. A short-haul package to Spain might run around £800 total. A long-haul package to the Maldives or the USA? That’s closer to £3,500 to £6,000. Japan specialist tours can reach £4,500 per person, and cruise packages typically sit around £3,500 to £5,000.
For agents working with flexible commission structures and net rates, this can make a meaningful difference to your earning potential without requiring you to double your workload. Higher booking values mean you can earn more per client while still delivering the same level of service.
Most long-haul packages also come with better margin opportunities, especially when you’re bundling flights, accommodation, transfers, and experiences into cohesive packages. It’s about building value, not just selling trips.
Where People Want to Go
Six destinations are leading the long-haul conversation right now: the Maldives, USA, UAE, Caribbean, Thailand, and Japan. Each one appeals to different clients for different reasons.
The Maldives continues to top the list for honeymoons, anniversaries, and wellness escapes. Clients booking here are typically looking for overwater villas, all-inclusive resorts, and experiences like spa days, diving, and private dining.
The USA remains a firm favourite, particularly for families heading to Florida’s theme parks, multi-generational trips, and city breaks to New York or California. Some operators are now taking bookings up to 12 months in advance for Orlando travel, with availability through October 2026 to March 2027.
The UAE – primarily Dubai and Abu Dhabi – draws luxury shoppers, families, and anyone chasing winter sun without the longest flight time. Major hotel chains reported strong Q3 2025 growth in Dubai, driven by travellers from the UK, China, and India.
The Caribbean continues to hold steady appeal, with UK travellers favouring destinations like Barbados, Jamaica, and the Bahamas. Multi-generational family trips and cruise itineraries are particularly popular here.
Thailand is seeing renewed interest, with Bangkok and Phuket attracting clients who want value for money alongside diverse experiences: beaches, temples, street food, and culture.
Japan is the breakout star. Bookings have surged following the country’s full reopening, with UK travellers drawn to cultural immersion, culinary experiences, and iconic sites like Mount Fuji and Kyoto. Tour operators report strong demand for both escorted group tours and tailor-made itineraries.
Who’s Booking Right Now
Understanding who’s travelling and when they’re booking helps you position your services more effectively.
Younger travellers are leading the charge. Research from Marriott shows that UK Gen Z travellers expect to take six trips in 2026, while Millennials are planning five – both well above the national average of four. These younger demographics are more likely to book long-haul, prioritise experiences, and use technology for trip inspiration before reaching out to book.
Booking windows are splitting into two patterns: ultra-late and ultra-early. Data shows that 46% of summer 2025 bookings were made within 12 weeks of departure, while the percentage of people booking 12 to 15 months ahead has risen to 8%.
This polarisation creates space for different approaches. Clients booking ultra-early for long-haul tend to be planning milestone trips: honeymoons, big birthdays, bucket-list experiences. Clients booking last-minute are often looking for value and flexibility.
UK holidaymakers book an average of 4.9 months in advance, earlier than most other markets across Europe, the Middle East, and Africa. This forward-planning tendency means you can secure bookings with more lead time, which helps with cash flow and planning.
Simple Conversation Starters
The best bookings often start with a simple conversation. Here are a few ways to get clients thinking:
“Japan’s worth a look for 2026.” Share a few photos of cherry blossoms, Mount Fuji, or Tokyo streets on social media with a simple call-to-action: “Let’s plan your Japan adventure.”
“Want to lock in 2026 Florida now? Bookings just opened through March 2027.” Families planning theme park trips appreciate knowing availability far in advance.
“Caribbean for less than you think – let me show you.” Highlighting value-driven packages counters the perception that long-haul is unaffordable. A 7-night all-inclusive can be positioned as strong value when flights, meals, and activities are factored in.
“Bucket-list trip on your mind? Let’s make it happen.” Tap into the desire for transformative travel by asking clients about their dream destinations. Even if they’re not ready to book immediately, you’ve positioned yourself as the go-to person when they are.
What’s Working Right Now
Leading with value, not just price. Research shows that value for money is the top reason people book with a travel professional, but value doesn’t mean cheapest. Bundling flights, accommodation, transfers, and experiences into cohesive packages demonstrates better value than booking piecemeal online.
Specialising in one or two destinations can help you build authority. Agents who position themselves as Japan experts or Caribbean specialists can attract repeat bookings and referrals. Completing supplier training, visiting destinations on fam trips, and sharing first-hand knowledge via social media or client emails all contribute to building that expertise.
Upselling experiences, not just stays. Long-haul clients are more likely to add excursions, travel insurance, lounge access, and upgrades. A Japan itinerary could include a private geisha dinner, a sumo tournament ticket, or a JR Rail Pass. These extras don’t add significant admin time but make a real difference to both booking value and client satisfaction.
Agent Advantage Insight
Long-haul bookings offer higher earning potential through larger package values and better margin opportunities. Focus on bundling experiences and positioning yourself as a destination specialist to attract clients ready to invest in transformative travel.
