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EXECUTIVE SUMMARY (1/2)
• 2024 spend was lower than consumers predicted | Despite more positive spend
intentions from consumers for 2024, actual spend ended up being more muted, with a
higher proportion of consumers spending less than last year
• International accommodation demand softened in H2 | Demand for international
accommodation from the UK was broadly in line with 2023 with some softening in H2,
while international flight demand was very similar to last year
• UK domestic accommodation demand decreased significantly in H2 | UK domestic
accommodation demand has decreased significantly in H2 2024, with consumers
preferring to stay home and reducing the number of trips to save money
LOOKBACK ON 2024
OUTLOOK FOR 2025
• Consumers appear more optimistic again for 2025 | Consumers again appear more
bullish on travel spend for 2025, with fewer people saying they will spend less, and
more saying they will spend the same/more in 2025
• Many people spending less on travel simply have less money to spend | For people
intending to spend less on travel in 2025, almost half of them say they simply have
less money to spend on travel, with a further ~20% prioritising other spend
• Same trip quality but fewer trips | For those intending to spend less on travel next
year, retaining the quality of the holiday appears key, but doing it less frequently (and
less far) is the plan; and this holds true across income groups and age groups
• Directly and digitally | Consumers prefer to book travel directly and digitally, with
smaller number booking through tour operators, travel agencies & other 3rd party sites