The UK travel industry is back with a bang. Contributing around 10% of UK GDP, it’s a powerhouse sector shaped by travellers with different preferences, budgets, and styles. In today’s new travel landscape, demand for experiences is soaring, from family staycations to far-flung adventures, despite economic headwinds.
A new era of booking
Think back a few decades: holidays were booked via travel agents, Teletext, or even Ceefax. Fast forward to today, and the world of booking has transformed.
- Digital dominates: Younger travellers book online through online travel agencies (OTAs) like Booking.com, Expedia, or Airbnb.
- Agents aren’t dead: Luxury and complex trips still lean heavily on expert travel agents.
- DIY itineraries: Simple trips are pieced together using Google Flights, TripAdvisor, and a few clicks.
- AI: As of 2025, 20% of UK travellers are comfortable using AI tools to plan their trips, up from 15% in 2024.
What’s really happening in UK travel right now
Today’s travel market is more segmented and experience-led than ever.
With over 26 million UK consumers regularly booking travel, it’s no longer enough to think “one size fits all.” From family breaks to staycations, cruises to wellness getaways or adventure travel, understanding who’s booking and when and why, is key.
- Older families (parents 44–56 with teens): loyal to trusted brands, often revisit familiar resorts, travel multiple times a year.
- Luxury travellers (40–80): immune to cost-of-living pressures, prioritising tailor-made experiences, premium add-ons, and new destinations.
- Adventurers, staycationers, wellness seekers, cruise lovers, the list goes on.
Understanding the different types of UK traveller is crucial to engaging the right audiences and as a travel brand, the customer data you hold is key to helping you understand them. In order to truly understand their distinct motivations, preferences and behaviours you need to turn that data into travel intelligence.
The big question for travel brands: how do you keep up with these shifting traveller motivations and make sure your marketing lands in the right place at the right time?
Stay tuned for Part 2, where we explore how data intelligence turns these insights into real bookings.
