UK Travelers Prioritize Holidays As Cost-Conscious Trends Rise In ABTA Report
According to ABTA's Holiday Habits report 2026/27, holidays remain a priority for UK travelers, with 70% of adults planning to travel abroad in the next 12 months despite economic and geopolitical challenges. The polling of more than 2,000 UK adults indicates that cost-conscious travel is on the rise, reflected in growing demand for package holidays and cruises offering upfront pricing and value for money.
Key points
- 70% of UK adults plan to travel abroad in the next 12 months according to ABTA's Holiday Habits report 2026/27.
- Only 7% of respondents stated the cost of living crisis would stop them from going on holiday entirely.
- Cost-conscious behaviors include 21% booking cheaper accommodation and 19% eating out less while away.
- Package holidays and cruises are seeing increased interest driven by value for money and upfront payment options.
- Spain remained the top country visited by Brits over the past 12 months.
What Happened
ABTA, The Travel Association, has published its Holiday Habits report 2026/27 based on polling of more than 2,000 adults in the UK. The research reveals that despite ongoing economic pressures and geopolitical challenges such as the Middle East conflict and heatwaves, 70% of adults are planning to travel abroad in the next 12 months.
Mark Tanzer, chief executive of ABTA, stated that the desire to travel remains strong. However, the data highlights a clear shift toward cost-conscious travel choices as holidaymakers adapt to financial constraints.
Context
The survey indicates that only 7% of people expect the cost of living crisis to prevent them from taking a holiday next year. To manage expenses, 21% of respondents plan to book cheaper accommodation, and 19% intend to eat out less during their trips.
Financial considerations are also driving shifts in booking types. Package holidays are increasingly popular, with 48% of those booking them citing best value for the price, up from 43% the previous year. Similarly, while the percentage of people who took a cruise in 2026 was stable at 13%, those planning a cruise next year rose to 17%, with value for money and upfront payment options cited as primary motivations.
City breaks remained the most popular holiday type over the past 12 months at 53%, followed by beach breaks at 49% and countryside breaks at 23%. Europe remained the dominant regional choice, with Spain leading as the top visited country at 36%, followed by France, Italy, the US, Greece, and Portugal.
What's Next
As travelers increasingly prioritize budget management and value, ABTA members and industry experts are positioned to assist consumers in finding suitable holiday options matching their financial constraints for the upcoming year.
Why it matters
ABTA's report shows that 70% of UK adults still plan to travel abroad despite economic pressures, though cost-conscious booking habits are increasing.
What we know
- ABTA published its Holiday Habits report 2026/27 based on polling of more than 2,000 UK adults.
- 70% of surveyed UK adults plan to travel abroad in the next 12 months.
- 7% of respondents reported the cost of living crisis would prevent them from holidaying entirely next year.
- 21% of respondents plan to book cheaper accommodation, and 19% intend to eat out less while away.
- Package holiday booking for value rose to 48%, and planned cruises increased to 17%.
- Spain was the top visited country for Brits over the past 12 months at 36%.
