TL;DR
- September has overtaken the traditional summer months for popularity, with 24% of UK travellers now planning holidays in September (up from 17% in 2023).
- ABTA has named 25-34 year olds the “Travel Trendsetters.” They take an average of 5.5 holidays per year and are more likely to book with a travel professional than any other age group.
- Gen Z is driving a rail travel revival. 12% of 18-24 year olds took a train or interrail holiday in 2025, up from 5% in 2023.
- Short cruises (up to 5 days) have jumped in popularity. Interest has risen from 19% to 36% in two years.
- Long-haul travel to Australia, New Zealand, and the Pacific is growing, especially among 25-34 year olds.
ABTA released its Travel Trends 2026 report last week, and there are some interesting patterns emerging. The data comes from a nationally representative survey of over 2,000 UK adults conducted in summer 2025, and it paints a clear picture of how travel habits are shifting.
Many businesses traditionally focus on July and August peaks, so these changes stand out.
What the Numbers Say About September
September has become the fastest-growing travel month in the UK.
In 2023, 17% of UK travellers planned to holiday in September. By 2025, that figure had risen to 24%. That’s a 7-percentage-point increase in three years, representing 41% growth.
September has now overtaken May (which was previously the most popular non-summer month) and is edging closer to the traditional July-August window.
Who’s driving this shift?
While older travellers have always favoured September for its quieter pace and better value (35% of over-65s now plan to travel in September), growth is also coming from younger and mid-life demographics:
→ 18-24 year olds: Up from 11% to 17% → 35-44 year olds: Up from 12% to 20% → 65+ year olds: Up from 22% to 35%
According to ABTA, the reasons are straightforward. Cooler weather suits active holidays like hiking and cycling. Prices drop after August, offering better value. And Mediterranean destinations still enjoy 20-25°C temperatures without the peak-season crowds.
Worth Knowing: The Travel Trendsetters
ABTA has given 25-34 year olds a name: the “Travel Trendsetters.”
This age group is now the most active travel demographic in the UK, and the numbers are striking:
- They take an average of 5.5 holidays per year (more than any other age group)
- 84% plan to travel overseas in the next 12 months, compared to the 70% average
- 49% plan to spend more on holidays next year
- 83% say holidays are the most important time of the year
And here’s something useful for agents: 44% of 25-34 year olds booked with a travel professional in the last 12 months, compared to 34% across all ages. Nearly half (46%) say they value the financial security and expertise that professionals provide.
What are they booking?
Beach holidays, adventure holidays, and cruises top the list. In fact, 19% of 25-34 year olds took a cruise in the last 12 months. That’s more than any other age group, including the 65+ demographic (16%), which has traditionally been the cruise heartland.
Cruise lines have been working to attract younger travellers with new ship designs, shorter routes, and social media campaigns. According to industry data, the average age of cruise passengers has dropped from 66 in 2019 to 55 in 2024.
What to Know: Rail Travel and Gen Z
18-24 year olds have more than doubled their train and interrailing trips over the last three years.
In 2023, 5% of this age group took a train or interrail holiday. By 2025, that figure had risen to 12%. This makes 18-24s the primary demographic for rail-based holidays, well above the 6% average across all ages.
The appeal is clear. Rail travel generates up to 90% less CO2 than flights, which resonates with environmentally conscious travellers. Interrail passes allow flexible, multi-destination exploration. And the EU’s DiscoverEU initiative, which offers free rail passes to 18-year-olds, has helped normalise train travel as a rite of passage for young Europeans.
Worth Knowing: Cruise Preferences Are Changing
ABTA’s report shows growing interest in both short and extended cruises.
Short cruises (up to 5 days): Interest jumped from 19% in 2023 to 36% in 2025. Among 18-34 year olds, 57% expressed interest in short cruises. These travellers want to try cruising without committing to a full week.
Long cruises (21+ days): Interest rose from 8% to 12%, driven mainly by over-65s (22% now favour cruises over 21 days) and 35-54 year olds seeking extended experiences.
Major cruise lines are responding by deploying large ships on short-haul routes and expanding their short-cruise offerings for first-time cruisers.
Long-Haul Is Growing Too
The region showing the greatest increase in overseas travel? Australia, New Zealand, and the Pacific Islands.
Of all those who took a holiday abroad in the last 12 months, visits to this region rose from 7% to 10%. The growth is especially strong among 25-34 year olds (up from 11% to 19%) and 65+ travellers (up from 2% to 8%).
With 48% of UK travellers saying they want to visit places they’ve never been before, long-haul destinations offering unique experiences are well-positioned for 2026.
Agent Advantage Insight
September 2026 bookings are opening now. Clients who typically book April-August could benefit from a conversation about September’s advantages: better weather for active holidays, lower prices, and fewer crowds. It’s also worth noting that 44% of 25-34 year olds are booking with travel professionals, so this demographic is actively seeking expert guidance.
