Abta’s 2024-25 Holiday Habits report reveals that the percentage of vacationers booking with a travel professional has increased by 4% to 38%, especially among younger families
Oct 9, 2024
A survey of 2,000 consumers conducted at the end of July revealed a notable increase in the number of vacationers who want the peace of mind of knowing that a travel professional – such as a travel agent or tour operator – is available to help when problems arise. The percentage of travelers preferring this assistance increased from 34% to 43%.
Key takeaways
- The top reason cited by consumers was ease of booking, cited by 54%, up from 51% in last year’s survey;
- Other reasons that saw an increase were saving time (43%), value for money (39%), boosting confidence (36%) and access to expert advice (35%);
- The report also highlighted a growing trend of young families and younger individuals increasingly relying on travel professionals to arrange their vacations, a pattern that has held for the past five years.
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