The 25-34 generation is set to be the most decisive “player” in the UK travel market for 2026, according to the annual Travel Trends report by the Association of British Travel Agents (ABTA). The data shows an age group that does not follow trends, but sets them.
Around 84% of them plan to travel abroad in the next 12 months, a much higher percentage than the general average (70%). They also took the most holidays compared to other age groups last year, with an average of 5.5 trips – of which 2.2 were abroad – when all ages took, on average, 3.8 leisure trips.
Vacations are not just about leisure for this generation: 83% consider them the most important time of the year, while 90% state that they are a key pillar of mental health and well-being, percentages significantly higher than the total.
At the same time, travelers 25-34 appear ready to invest more in travel: almost half (49%) plan to increase their vacation spending in 2026. Their trust in tourism professionals is strengthening, with 44% having booked through a consultant in the last year (compared to 34% of the general average) and 46% recognizing the value of professional guidance.
Their preference for cruises is also noteworthy. 19% preferred a cruise in the last 12 months, a record percentage compared to other age groups, even compared to the traditionally stable fans of cruises, those over 65 (16%).
In coastal and adventure destinations, the same group also appears first in participation, confirming the profile of an audience that seeks experiences, variety and high quality.
Turning to September
The ABTA also records an impressive increase in September trips.
Travelers seem to recognize the combination of good weather and better prices, with September constantly gaining ground compared to the traditional summer peak.
Travel intention for this month has increased from 17% in 2023 to 24% in 2025, a trend that is expected to continue in 2026. The ages most likely to choose September to travel are 55-64 (29%) and 65+ (35%), but big jumps are seen across all age groups, particularly 18-24 (up 11% to 17%), 35-44 (up 12% to 20%) and 65+ (up 22% to 35%).
New habits: trains, long-haul destinations and short cruises
The report also records an increase in train travel among 18-24s, an upgraded interest in trips to Australia, New Zealand and the Pacific, as well as a rise in both very short and longer cruises.
As Graeme Buck, ABTA’s communications director, points out, “the way people travel is changing, but the appetite for travel remains strong.” ABTA member companies, he points out, are already adapting to new preferences, offering trusted choices with brand security.
ABTA’s report is based on its annual survey of travel trends for 2026, as revealed by travellers over the previous 12 months. The survey is conducted each summer with a nationally representative sample of 2,001 adults from the UK by The Nursery Research and Planning on behalf of ABTA.
The 2025 survey was conducted from 21 July to 1 August 2025.
