The Advantage Travel Partnership has released a new report outlining the travel trends of the future and the effect they will have on the travel industry.

• 46 percent of Gen Zs say they are travelling more frequently but are looking for more train travel options.
• 29 Percent of consumers are looking for lesser-known destinations to avoid the crowds
• 43 percent of consumers want more cultural experiences when they travel.  
• Almost a quarter of respondents are seeking more luxury breaks and want a more personalised service.  

The Advantage Travel Partnership, the UK’s largest independent travel agent partnership, has released research revealing future travel trends. The Jetsetting into Tomorrow report highlights the way in which Gen Z prefer to travel – which is set to revolutionise travel with an increased desire for train travel and the inspiration they take from social media.

The research* in the report also highlights that British consumers are looking to travel more responsibly, staying in destination longer and seeking out experiences that have a positive impact on destinations. With consumers looking to make the most out of their travel the research shows travellers are looking to level up the holidays they do take to include more luxury stays and personalised service as well as seeking out lesser-known destinations.

Next Stop: Gen Z Revolutionising Travel Preferences

The Advantage report reveals that 46% of Gen Z’s polled say they are travelling much more or more frequently. However, they are also a generation that care deeply about the impact their actions have on the environment and they are willing to adapt their behaviour accordingly. The next generation of travellers has a particular desire for train travel options. Advantage’s travel trends report reveals that 39 percent of Gen Z’s are taking the train more often and that 34 percent want faster and more reliable rail services to aid their journeys.  

For Gen Z’s climate change is the top environmental concern and this is influencing a shift to slower travel. Getting to a destination via train travel and experiencing the destination through train travel can be part of the overall travel experience allowing them to get to know the destination better whilst also being a more environmentally friendly way to travel.  

Along with an increased desire for train travel, this report from Advantage also indicates that 22 percent of Gen Z’s are looking for travel destinations that have a positive impact on people, place and planet. 34 percent want to travel to lesser-known destinations and 25 percent are looking for community-based travel. As the most digitally connected generation Gen Z’s are primarily influenced to travel by what they have seen others do on social media. This Advantage report reveals 38 percent of Gen Z’s are taking their holiday inspiration from TikTok and Instagram.

Make it Meaningful: Travelling with Purpose    

Gen Z’s aren’t the only generation in search of purposeful travel. Consumers across the board are seeking out more culturally enriching holiday experiences. Advantage’s report shows that 23 percent of people are flying further but staying longer in the destination indicating that whilst they are still flying, they are being more considerate in how they travel and making their flights count.  38 percent of respondents aged between 25 and 44 said that they were now travelling to a destination for longer periods of time, likely a result of people making the most of the ability to work from anywhere, blending their work and leisure trips. 

Next-Level Holidaying: Unveiling the Future of Luxury Travel with personal service    

Despite the cost-of-living crisis the desire to travel has shown no sign of slowing down and the luxury travel market is one of the fastest growing segments of the travel industry. As people are looking to make the most out of the holidays they take, there is an increase in people wanting to take luxury breaks and experience more personalised service. The Advantage report reveals that 24 percent of people are looking for luxury breaks with 20 percent also looking for more personalised service from their hotels.  Consumers are looking for hotels that tailor the services and experiences they offer guests. Travellers looking to level up their holiday experience want their hotel of choice to cater to their individual needs and preferences. This personalisation could be anything from selecting their own amenities and options for mobile check-in to room service menus tailored to guests’ specific dietary requirements. 

Multi-generational travel is also booming as consumers are looking for unique and meaningful travel experiences that have a lasting impact and this includes using their holidays to spend time with loved ones which are evident in the 66 percent of people who are looking to travel with their extended family.

25 percent of people surveyed by Advantage for this report also said that they have changed their accommodation type in recent years which is supported by Advantage data that has seen all-inclusive options dominate the market in 2024 taking 40 percent of all bookings. 

Discovering the Uncharted: The Rise of Lesser-Known Destinations

Advantage report on future travel trends reveals that 29 percent of consumers are now looking to travel to lesser-known destinations to explore and beat the crowds. 63 percent of those surveyed would plan a trip out of season to get better deals, avoid the crowds and experience milder weather. 

Advantage is seeing a huge increase in bookings for tours of Japan, China, and the Far East because of pent–up demand from pre-pandemic times. In recent years the popularisation of Asian popular culture, food, and movies has driven the trend for travel to the Far East. Advantage is also seeing bucket list trips being booked such as round-the-world cruises and Antarctica cruises. Other popular destinations emerging from the trend to avoid over-tourism include tours of South America and trips to Malaysia and Kenya.

In terms of lesser-known destinations closer to home, Advantage is seeing a rise in city break destinations such as Porto and Copenhagen being booked.  

Julia Lo-Bue Said, Chief Executive Officer of The Advantage Travel Partnership, said: “Our research highlights the shifts in travel preferences across British travellers. Gen Z are leading the charge towards more sustainable and culturally enriching travel experiences. Desire for train travel is surging and social media is a key source of inspiration. Consumers across generations are seeking purposeful travel, venturing to lesser-known destinations and extending their stays to immerse themselves in local culture.

Travel agents are best placed to help consumers navigate booking holidays, taking into account their various needs, desires, concerns and budgets. How you book travel and with whom also determines what financial protection and consumer rights are in place for travellers. There really is no substitute for agents who act as advisors, who know their clients and can provide expert consultation, good value, support, advice and peace of mind.

At Advantage our travel agent members are all independently owned which means they aren’t linked to large chains and therefore can offer totally impartial advice, as well as have access to a vast portfolio of holidays, flights, travel ancillary products and business travel services.

Travel Agents are incredibly dynamic, just as they embraced the dawn of the internet, travel agents are making sure they have all of the right knowledge in the right areas and are now navigating platforms like TikTok to engage with new audiences and deliver personalised experiences.

It’s an incredibly exciting time for travel right now and we’re really looking forward to helping our travel agency partners navigate the ever-changing landscape.”

Read the report here.