Millennials and Gen Zs ‘most likely to book in-store’

More 18-24 year olds are booking their holidays in store, but there’s been a dip in in-store bookings among families with young children.

These were among the findings of ABTA’s latest Holiday Habits research, based on a survey of 2,043 consumers in July.

It found that 22% of 18-24 year olds said they had booked a trip in a store in the previous 12 months, up 8% on last year’s figures and also above the UK average of 12%. It makes them the most likely age group to book in store.

But the number of young families booking in store has dropped from 23% in 2018 to 17%.

The survey found that 34% of 18-24 year olds said they had booked using the services of a travel professional, either in store or online, up from 31% in 2018.

This figure includes booking with the help of a travel professional face to face, on the telephone or online and also defined a travel professional as an agent, operator or any other person working in the industry.

When asked why they book with a travel professional, 20% of younger people said they believe they will get a better holiday.

ABTA said this reflects that younger people are likely to be less experienced travellers and are keen to make the most of a travel professional’s knowledge. ~

The survey also found that while online booking figures have remained steady over the past two years, 16% of people who book a holiday online now seek additional support, such as using a live chat service or speaking with a travel professional via social media.

This rises to 30% of 25-34 year olds, followed by 28% of 18-24 year olds.

ABTA said this suggests these ‘digitally savvy’ travellers are seeking easily accessible ways to get travel insights and expertise online.

"Whilst people are increasingly using social media as a method of booking through travel professionals, the reliance on social media to provide holiday inspiration and information has fallen this year by 3% for both social media posts of friends and family and of brands/influencers," said ABTA’s report.

At the same time, there have been increases in the number of people preferring to consult travel company websites, up from 32% to 36%.

"This suggests an increasing appetite for genuine, trustworthy insights, and a greater awareness of the limitations and reliability of social media as a source of information," said ABTA.

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