New research commissioned by Ambassador Cruise Line has revealed that people aged 65 and over are twice as likely to have already booked their next holiday compared to adults under 35.
*All details correct at time of publish (07 August 2026)
Findings suggest that, despite continued economic uncertainty, Britons are becoming more considered in how they book their holidays, placing greater emphasis on overall value, certainty and avoiding unexpected costs than simply finding the cheapest deal.
Attitudes towards travel vary significantly between generations. The research also reinforces a wider shift in consumer attitudes, with holidays increasingly viewed as a necessity rather than a luxury, even as households continue to make more considered spending decisions.
Around three in ten (30 per cent) people aged 65 and over said they have already booked their holiday this year, compared with just 15 per cent of 18-24-year-olds and 16 per cent of those aged 25-34.
Across all age groups, value for money is now the defining factor when choosing a holiday. Half (50 per cent) of respondents say they would rather book a trip that offers the greatest overall value than simply chase the lowest headline price.
Transparent pricing and fewer unexpected costs are becoming more appealing than headline discounts alone.
How people pay for their holidays also reflects changing priorities at different life stages. While younger adults aged 18-34 are more likely to pay upfront, those aged 35-64 are the generation most inclined to spread the cost through instalments as they balance family commitments and household finances.
Perhaps surprisingly, it is this middle generation, rather than younger travellers, who feel the greatest pressure to carefully manage their travel budget while still making time for a well-earned break.
By contrast, holidaymakers aged 65 and over appear less financially constrained, with 40 per cent preferring to pay in full, 29 per cent expressing no preference and just 31 per cent opting to split payments.
While affordability remains an important consideration across every generation, holiday priorities differ considerably. Older travellers are most influenced by the type of holiday (54 per cent), opportunities to relax (42 per cent) and practical factors such as avoiding airport queues (17 per cent).
Those aged 35-64 place greater emphasis on managing overall travel costs, while younger adults are more likely to be influenced by reviews (42 per cent), recommendations from friends and family (27 per cent), environmental impacts (11%) and destinations where English is widely spoken (20%).
Among those aged 55-64, one in five (20 per cent) say geopolitical instability is also influencing where they choose to travel, highlighting how wider global events continue to shape holiday planning, while 35 per cent cite flight prices and 32 per cent accommodation costs among their biggest concerns.
Christian Verhounig, CEO of Ambassador Cruise Line, says: “Despite continued economic uncertainty, holidays remain incredibly important to people across every generation. What’s changing isn’t whether people travel, but how they choose their holidays.
“Holidaymakers want to know exactly what they’re paying for and that they’ll get the most from their holiday budget. We’re seeing travellers move away from simply looking for the cheapest possible deal and instead seeking genuine value and greater certainty over costs.
“These changing priorities help explain why cruise holidays continue to appeal to more people. With accommodation, dining, entertainment and travel all wrapped into one upfront price, together with the convenience of sailing directly from the UK, they offer a straightforward, hassle-free way to enjoy a holiday without many of the unexpected costs and stresses that can come with other types of travel.
“For many travellers, particularly those seeking greater certainty, departing directly from the UK also removes many of the frustrations associated with flying, from airport queues and baggage restrictions to potential delays and the disruption and uncertainty surrounding the rollout of the EU’s Entry/Exit System, making for a more relaxed start to their holiday.”
The research also found that extreme summer temperatures are having a greater influence on younger travellers than older generations. More than a third (35 per cent) of 18-24-year-olds say this summer’s heatwaves have affected their travel decisions, with 41 per cent opting for cooler destinations such as Northern Europe and the Nordics.
By comparison, just three per cent of those aged 65 and over say the recent hot weather has influenced their plans, with the overwhelming majority (90 per cent) intending to stick with their chosen holiday whatever the weather.
Ambassador Cruise Line offers a range of affordable quality no-fly and fly-cruise holidays departing from regional UK ports, with accommodation, dining and entertainment included. For more information, visit www.ambassadorcruiseline.com.
