Ahead of the May half-term and the approaching summer travel season, Advantage Travel Partnership has released new insights into consumer booking behaviour.
*All details correct at time of publish (26 May 2026)
Advantage data for the Summer 2026 season (departures 01 May-31 October) reveals a resilient market defined by two distinct consumer behaviours, a high demand for cost certainty and a commitment to high-value, bucket-list experiences.
2026 travellers are navigating geopolitical uncertainties and therefore choosing holidays that offer either total financial security or personal meaning.
As a result, the industry has seen a dual dynamic where families prioritise budget-friendly All-Inclusive packages while couples and premium travellers invest heavily in long-haul and cruise itineraries.
Advantage says the strong demand for holidays departing in the coming weeks suggests consumers remain cautious about committing too far ahead, reflecting wider macroeconomic pressures on confidence and spending.
However, the continued momentum in the late-booking market also underlines that appetite for travel remains resilient.
Holidays departing in May have taken the top spot for bookings made since the start of the month, accounting for nearly 22% of all bookings, while travel booked within the next 12 weeks represents more than 41% of all bookings overall.
Spain, the Canary Islands, the Greek Islands and Turkey are the most popular destinations for the half-term period.
The Rise of Cost Certainty
All-Inclusive remains the dominant choice for holidaymakers, accounting for 38 percent of all bookings. This trend is most pronounced in Turkey and Spain, particularly among families seeking to lock in costs upfront.
This accounts for bookings made from January 2025 and, while the Middle East situation impacted booking volumes earlier this year, tactical recovery campaigns have seen an upturn in sales for Turkey, with it remaining a strong value-for-money destination, offering the highest level of inclusions at a competitive mid-market spend.
This demand for cost certainty has been further compounded by recent fuel surcharge pledges from several major tour operators; by guaranteeing that no additional fees will be levied after booking, providing the peace of mind necessary for travellers to commit and book.
Flexibility and Lower Entry Points in Europe
In contrast to the All-Inclusive trend, markets like Spain, Greece, and Portugal are seeing a rise in Bed & Breakfast and Room-Only bookings.
Despite these destinations providing a lower entry price point, average spend per person per booking has increased by 8% versus last year. However, they continue to allow budget-conscious travellers to manage their daily spend locally in resort.
Premium Experiences In Demand
Despite wider economic pressures, the appetite for premium long-haul travel remains high. Destinations such as the USA, Caribbean, and Far East are seeing average booking values increase by 7% versus last year.
However, travel to the Far East in particular currently faces unique logistical hurdles. The ongoing Middle East conflict has forced airlines to navigate significant airspace restrictions, leading to longer flight times and increased fuel burn as carriers reroute around the region.
Rather than deterring travel, these pressures have refined consumer priorities. For these holidaymakers, value is now measured by experiential return, meaning cultural immersion and unforgettable memories justifying the higher price points and longer journey times.
In a landscape where flying East requires more effort and investment, travellers are choosing to make every mile count by opting for deeper, more premium engagements with their chosen destinations.
Cruise Continues To Grow
The cruise sector now represents 15 per cent of total booked revenue, emerging as a distinct, less price-sensitive segment dominated by couples. Growth is being driven by three key areas, convenience with UK departure no-fly cruises, driven by Southampton.
Large volume with Mediterranean fly-cruise itineraries continues to be a core driver, benefitting from accessibility and broad appeal, while long-haul and extended itineraries, including the Caribbean, deliver higher value through premium, experience-led travel.
Julia Lo-Bue-Said OBE, CEO, The Advantage Travel Partnership, said: “Looking at travel trends for May half term and Summer 2026 it’s clear that the British traveller has become a master of navigating economic and geopolitical noise.
“We are seeing a market that refuses to compromise on the annual holiday but is becoming far more strategic in how they secure it. Consumers are being intentional with their spend, and this is evident from those locking in cost certainty through All-Inclusive packages, as well as those investing in experience-led long-haul bookings and cruises.
“Crucially, this strategy now extends to the logistics of travel itself. Following Greece’s decision to remove EES requirements for UK travellers, we have seen a clear and consistent uplift in demand, with Greece’s share of sales rising from 7.7 per cent in mid-April to 9.8 per cent by the end of the month.
“In contrast, we’ve seen a softening in share for typically dominant markets like Spain and the Islands. This shift suggests that travellers are actively factoring border friction into their decision-making, opting for destinations where the arrival experience is smoother and more predictable.
“Despite the external pressures of the last year, our industry’s resilience is on full display. We’re seeing a sophisticated evolution of travel where value, flexibility, peace of mind and a seamless journey are the new currency, and the benefit of booking through an expert travel agent has never proved to be more valuable.”
For more information, visit advantagetravelpartnership.com.
