eDreams ODIGEO research shows half of travellers prioritise it
Almost half of British travellers admit that flexibility is a deciding factor now more than ever, according to research commissed by eDreams ODIGEO.
The data reveals a significant shift in Brits’ travel behaviour, with 46% of the 2,000 UK travellers canvassed saying flexibility was more important than it was five years ago.
They said the demand was rooted in a desire for peace of mind, with many of them stating that the option to book flexibly reduces the stress of booking.
The younger generation of travellers in Britain (34 years and under) is the key driver of this trend, with a clear majority (59%) stating that flexibility is more important than it was five years ago.
This directly impacts their willingness to book, as more than half of them (54%) report that having flexible options gives them more confidence to book travel.
The generational divide is clear: just 1 in 10 young travellers say flexibility is not relevant for how they book, a stark contrast to the 39% of those over 65.
Interestingly, travellers are more motivated to commit to longer and more expensive trips if flexibility is an option.
This desire for control extends to how trips are built. The research shows an overwhelming majority of Brits (76%) value the freedom to mix and match different airlines for their outbound and return journeys to save money and secure better flight times, rather than being confined to a single airline’s limited inventory.
This is a clear generational evolution here too; only 10% of travellers under 34 prefer to stick to one single airline’s inventory, regardless of cost and convenience, compared to 16% of those over 65.
This data underscores that the demand for flexibility is not an anecdotal trend but a foundational expectation of the next generation of consumers. As today’s younger travellers become the core market of tomorrow, their preference for adaptable travel is set to define the future of the industry.
Historically, flexibility in travel has been offered on a costly, per-trip basis, such as with changeable or refundable Premium cabin classes, while most affordable economy tickets have remained rigid in terms of changes and cancellations.
The research confirms this is a major frustration for travellers, with a third (33%) citing high airline change or cancellation fees as their main restriction, and nearly a quarter (24%) pointing to rigid airline and hotel policies that don’t allow for changes.
In response to this consumer mandate for more flexibility and control, the travel subscription model is emerging as a powerful solution. It offers a suite of benefits that address the flexible needs of modern travellers, providing an array of perks as part of an annual subscription.
Pablo Caspers, Chief Travel Officer at eDreams ODIGEO, said: “Our data clearly shows that holidaymakers are prioritising peace of mind and control when booking travel.
“Flexibility in travel is no longer a luxury but a necessity. Whether it’s the ability to change plans or combine multiple providers in one booking for the best value, travellers want options that adapt to their lives, not the other way around.
“The era of rigid, one-size-fits-all travel is over. This is precisely why we developed Prime, to answer the call from this new generation of travellers by providing unparalleled flexibility.”
