More Britons Are Booking Through an Agent, ABTA Finds
ABTA's Holiday Habits 2026: 38% of overseas holidays were booked through a travel professional, AI inspiration nearly doubled to 14%, and city breaks overtook beach holidays.
A year of disruption has sent more British holidaymakers to the experts. ABTA’s Holiday Habits 2026 report, released at its Travel Convention in Madeira, found that 38% of overseas holidays were booked with a travel professional, up from 34%. Among 18–24s it was 35%, up six points.
“When times are uncertain, booking with an expert ABTA member gives holidaymakers added confidence,” said Mark Tanzer, ABTA’s chief executive.
The headline numbers
| 2026 | Previous year | |
|---|---|---|
| Took a holiday in the last 12 months | 88% | 87% |
| Went abroad | 62% | 59% |
| Booked abroad through a travel professional | 38% | 34% |
| Booked a package | 63% | — |
| Plan to go abroad next year | 70% | — |
The Travel Confidence Index stands at +50, down from +53 but well up from +26 in May. Of those planning a trip abroad next year, 46% have already booked. Spain is the top destination at 36%, with Portugal at 11%.
AI catches social media
ABTA says AI as a source of holiday ideas has risen to 14%, up from 8% last year and 4% the year before. Among 25–34s it is 29%. Family and friends (42%) and internet search (37%) still lead, and travel agents and tour operators inspire 21%. Tanzer said AI is “not about to replace that all-important human touch.”
The travel trio
City breaks are now the most popular type of holiday, at 53%, up six points. ABTA calls city breaks, cruise and wellness the “travel trio“. 13% took a cruise and 17% plan one, and interest in wellness cruises rose from 21% to 28%. May is the most popular month planned for 2027 holidays.
The survey covered 2,082 UK adults between 21 July and 6 August 2026.
Sources
Lauren Smith writes Hotel Watch for Not An Atlas. She grew up in Glasgow and now works from Toronto, usually within reach of a pug, a laptop and a stack of McDonald's Monopoly vouchers. Her first flight was to Orlando, and she still remembers how kind everyone was. She's a window-seat loyalist (somewhere to rest your head), eats whatever the locals recommend (schnitzel and an Austrian beer, the moment she landed in Vienna), and always packs spare underwear. Just in case. Hallstatt on a sunny day is her “this is why I travel” moment, the Highlands are where she'd go back tomorrow, and South Korea or Japan is next. Friends say bubbly, caring and fun. Her mum says chaotic but organized.
