Shorter, later holidays are driving bookings for Advantage members, as younger travelers turn to agents to handle an uncertain market, new data reveals.
Later and shorter bookings dominate
A shift toward last-minute and shorter trips is reshaping the travel environment, with 35% of Advantage members’ bookings now coming between 15 and 30 days prior to departure. Bookings made just a week out—or less—are up by 20% year-on-year, according to the consortium’s annual media briefing.
This trend demonstrates the extent to which consumers are keeping their options open in an “uncertain” travel environment. The move towards shorter and later bookings was one of the clearest trends to emerge from the briefing, suggesting a strategic adjustment to how holidaymakers allocate their funds. Seven nights remains the most popular holiday duration, accounting for 37% of bookings, but shorter breaks are taking a larger share as consumers become “more strategic” about how they spend their holiday budgets.
“It’s not about the cheapest price, or a race to the bottom,” said Commercial Director John Sullivan. “It’s about what can they get for the spend they’ve got.”
Despite the cost-of-living crisis, the appetite to travel remains strong. Advantage chief executive Julia Lo Bue-Said noted that demand is robust even as real challenges persist. She explained that despite the cost of living crisis and real challenges people are having to manage, the appetite to travel is still so strong.
Agents gain relevance with younger crowds
The data provides ammunition against the long-running narrative that travel agents are becoming less relevant to younger generations. Advantage reports that 38% of under-35s are now choosing to book package holidays through agents.
Lo Bue-Said argued the modern travel agent remains “highly relevant” to the new generation. She pointed out that agents operate across multiple channels, including online and by telephone, and deliver an expert value proposition that goes beyond simple transaction processing. She emphasized that the modern travel agent should not be judged solely by the traditional high street model, pointing out agents are in a “growth market” that operates across multiple channels.
“Agents are great at delivering an expert value proposition,” she added. “Our role in all of this is to educate the consumer and provide them with all the information they need to be able to make educated choices.”
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The industry is also seeing a notable comeback in the family market, going from a 3% year-on-year dip last year to a 5% year-on-year uptick this year. Sullivan explained that while agents recorded a drop in family bookings during peaks owing to the cost-of-living crisis, they were “really great” at pivoting demand and making sure “the customer still gets their holiday”. This flexibility is also evident in the spike in shorter breaks and shoulder-season travel, with Advantage members’ revenue for May, June, September and October currently up by 5%, and average booking values increasing by 6%.
Cruise growth and shifting destinations
Cruise continues to be one of the strongest-performing areas for Advantage members, with spending up by 14% this year to date. The fastest-growing segments include expedition cruises, which are up by 41%, river cruises (+29%), and luxury cruises (+22%), though ocean cruise spending has still enjoyed a 10% increase.
The wider UK cruise market is expanding, with Advantage reporting a record 2.5 million UK holidaymakers took a cruise in 2025—up by almost 6% year-on-year. The number of children under 12 enjoying cruises with their families has increased by 7%. The data shows a “wider range of customers” are now being attracted to the sector, from families to luxury travelers, while also implying cruise is one of the few sectors quite resilient to a growing lates market.
Cruise Director Jonny Peat said the data shows a “wider range of customers” are now being attracted to the sector, from families to luxury travelers. He noted that these travelers aren’t waiting to see what happens before finding the right cruise holiday. “Customers aren’t waiting to see what happens when they find the right cruise holiday,” he said. “They’re happy to plan and they’re happy to put their money down earlier with the expert help of our members.”
While cruise bookings show confidence in planning ahead, the broader market is adapting to disruption. The Caribbean has emerged as one major beneficiary of the political uncertainty, while Egypt, Vietnam, South Africa, Hong Kong and Albania were flagged as “destinations to watch”.
Political lobbying and future outlook
Advantage also mentioned its continued political lobbying efforts, including calls for reform of the school calendar and changes to consumer protection rules as the industry adapts to greater unpredictability. The sector is forecast to grow by more than 15% by 2027 and currently supports around 370,000 UK jobs.
These points of discussion were part of a wide-ranging briefing covering everything from the growing economic contribution of outbound travel, with the sector forecast to grow by more than 15% by 2027 and currently supporting around 370,000 UK jobs, to the impact of the Middle East crisis on holiday patterns. As travel becomes more complex and geopolitical risks rise, the ability of agents to provide tailored advice becomes a critical differentiator. While the high street model of the past may be evolving, the core utility of a trusted advisor appears to be increasing rather than diminishing, particularly for younger travelers seeking clarity in a crowded marketplace.