After years of DIY booking and price comparison tabs, British holidaymakers have been turning back to package holidays and travel agents in numbers we haven’t seen for a long time.
And the people leading this return? Families with young children and adults aged 18-24.
TL;DR
- 38% of UK holidaymakers now book through travel agents or tour operators, up from 34% in 2023
- Family bookings through agents jumped from 36% in 2019 to 55% in 2024
- Young adults (18-24) increased agent bookings from 26% to 48% over the same period
- The top reasons: value for money, time saved, and reassurance when things go wrong
- ATOL protection has become a deciding factor for two in five travellers
The Numbers Tell the Story
ABTA’s Holiday Habits Report 2024-25 painted a clear picture. Package holidays are now the preferred choice for 62% of people who travelled abroad, rising to 77% among families and 71% among young adults.
Four key reasons are driving the trend:
Value for money tops the list at 44%, up from 42% the previous year. When household budgets are tight, knowing exactly what you’re paying upfront matters.
Time saved jumped from 34% to 38%. For busy parents and working professionals, having someone else coordinate flights, hotels, and transfers has real appeal.
Having everything arranged rose from 33% to 37%. Less mental load, more headspace for actually enjoying the trip.
Reassurance during disruptions saw the biggest leap, from 34% to 43%. After several years of travel uncertainty, knowing there’s someone to call when plans change has become genuinely valuable.
Families Are All In
The family numbers are particularly striking. Research shows 76% of families chose package holidays in 2024, with young families taking an average of 6.5 holidays in the past year, up from 5.3 previously.
When surveyed, 54% of parents said overall cost was their most important factor, followed by sunny weather at 51%. Package holidays tick both boxes by bundling costs upfront and focusing on traditional sun destinations.
Cruise holidays have also found a new audience with families, nearly doubling from 8% in 2019 to 15% in 2024.
Young Adults Are Choosing Expertise
The 18-24 demographic tells an interesting story. This was supposed to be the generation that did everything online. Yet they’re now booking through travel agents at nearly double the rate they did in 2019.
Research from Travel Counsellors found that 50% of millennials booking through agents cite trusted advice as their top reason, alongside saving time. Having someone to help when things go wrong appeals to 37%.
The Protection Factor
ATOL protection has become a genuine deciding factor. Over two in five travellers say booking with an ATOL-protected provider is essential or important to them.
In 2024, travellers lost over £11 million to holiday fraud. That context makes the peace of mind feel less like a nice-to-have and more like common sense.
Agent Advantage Insight
Package holiday bookers recorded the highest travel confidence score at +80 in ABTA’s research. Families scored +71, up from +62 the previous year. Confidence tends to show up in how people plan and book their holidays, with many feeling comfortable booking earlier and thinking a bit bigger. When your clients feel protected and supported, they travel more and worry less.
