ABTA’s New Research Highlights Surging Confidence in Travel Sector

Published on September 21, 2024

The latest findings from ABTA’s Travel Confidence Index indicate that the UK public is feeling more confident about traveling abroad than they did last year at this time. The Index now stands at +47 for the overall UK population, a six-point increase from the previous year.

Confidence levels are significantly influenced by how and with whom people book their travel. Those who used a travel professional reported very high confidence levels at +72, while those who opted for a package holiday in the past year showed an even higher confidence score of +74, up from +70 last year.

Among different demographics, families and individuals aged 25-34 remain the most confident groups, scoring +62 and +60 respectively. All age groups under 65 reported increased confidence this year, with those aged 45-54 showing the largest boost, jumping from +34 to +50. Conversely, the 65+ age group is the only one to see a decline in confidence, dropping from +33 to +26.

First introduced in October 2023, the Travel Confidence Index is an annual gauge of national confidence levels in travel. It monitors shifts across various demographics and pinpoints effective strategies the travel industry can employ to enhance consumer confidence each year.

The data reveals that travel companies should prioritize helping customers obtain the necessary travel documents, such as valid passports or visas, as 71% of respondents deemed this ‘essential’. Other key areas showing significant year-on-year gains include ensuring the ability to return home if a travel company fails (58% rated this essential), maintaining high health and safety standards at accommodations (48%), and providing a welcoming and safe holiday environment (46%). These factors highlight the importance of reassuring customers during the booking process or through marketing efforts.

Booking with an ABTA member continues to reassure travelers at the same level as last year, with 41% of respondents rating it as essential. ABTA members are encouraged to display their credentials prominently to leverage this trust.

Now in its second year, the Travel Confidence Index offers the first opportunity to compare data and identify trends or shifts in sentiment.

“It’s very encouraging to see a significant rise in the nation’s overall confidence to travel, particularly among specific groups. It’s also heartening to see that booking with a travel professional continues to instill high levels of confidence, which speaks to the excellent work our members do to ensure their customers are well-prepared, well-informed, and have a wonderful holiday,” said a spokesperson from ABTA.

The full Travel Confidence Index can be accessed in the ABTA’s Holiday Habits 2024-25 report, set to be released during ABTA’s 2024 Travel Convention in Greece from October 7-9.