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CONFERENCE


‘Digital natives’ turning to agents for ‘better holidays’


M


illennials and Generation Z are increasingly booking their holidays in-store


with travel agents, while figures from Abta suggest the average across all age groups has declined. Tose aged 18-24 were deemed


most likely to book a holiday in-store, with 22% having done so in the year to July – an increase of eight percentage points from the year prior. Abta’s Holiday Habits Report


2019 report found 34% of this age group booked using the services of a professional travel company – up three percentage points year on year. Yet while more younger adults


headed to travel stores, Abta’s survey found the average for all age groups for in-shop holiday purchases dropped from 15% to 12%. Te poll showed a quarter of


affluent travellers had booked in-store, with young families also higher than the national average at 17%. Te proportion of respondents


For every


generation, travel professionals can really help take the hassle out of booking


saying they had booked a holiday over the phone jumped by two percentage points, from 15% in 2018 to 17% in this year’s survey. Te survey polled 2,043


consumers on their holiday booking habits in the 12 months to July. Te research also found


18-24-year-olds were the most likely to believe booking through a travel professional meant they would have a beter holiday. It was this age group which was


also credited with driving growth in the package holiday market. Abta said more than half of this demographic (53%) had booked a package, an increase of 13 points year on year.


Personalised packages on rise


More holidaymakers are seeking to personalise their package holidays, according to Abta’s Holiday Habits Report. It found that 64% of people chose


a package, but more were upgrading transfers, choosing a specific room or booking their preferred sun lounger. Almost one in five people (18%)


booked this type of holiday in the year to July 2019, rising to more than a quarter (27%) of 25-34-year-olds. Almost one in 10 people (9%)


opted for a full, tailor-made package. 16 17 OCTOBER 2019 Classic holidays, such as


beach breaks, remain popular, but consumers are increasingly looking for experience-led breaks. Te proportion saying they had


booked a lakes and mountains trip grew from 8% in 2018 to 11% this year, while one in 14 people (7%) went camping or ‘off the beaten track’. Adventure holidays also saw


an increase in popularity among 18-24-year-old holidaymakers, with 13% taking one this year compared with 6% in 2018.


travelweekly.co.uk In terms of online bookings,


the survey suggested figures had remained steady over the past two years; however, a trend to seek further support and advice on digital channels was highlighted. Te report said 16% of people


who booked online also sought extra help from live chat services and through speaking with a travel professional on social media. Tis was more prevalent in the 25-34 age range, with almost a third saying they sought extra assistance, and 28% of those aged 18-24. Victoria Bacon, director of brand


and business development at Abta, said: “For every generation, travel professionals have a huge amount of experience, expertise and support to offer and they can really help take the hassle out of booking.” Te report suggested consumers


were relying less on social media for inspiration, with a three-point fall in those saying they were influenced by posts by friends, family or brands.


Victoria Bacon, Abta


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