Looking back over the past decade, no single event has reshaped travel quite like the pandemic. It fundamentally changed how people value their time away – turning holidays from occasional treats into emotional essentials. Consumers are now more willing to prioritise spending on meaningful escapes.
Spending on travel has grown consistently since March 2021, with travel agents, airlines and package holidays all seeing renewed demand. In fact, 33% of consumers say they now spend a greater share of their income on holidays, and nearly half (49%) say they value them more than they did a decade ago.
Flexibility, affordability and personal relevance are driving new preferences in how people holiday.
Social media is increasingly shaping holiday decisions for many and influencing everything from destinations to travel styles.
Travel is emotional, social and increasingly strategic. Brands need to offer flexibility, inspiration and meaningful value.
If it’s trending on TikTok, it’s trending in bookings. Social media and online communities now play a fundamental role in all elements of holiday choices, from where to stay, the restaurants to book and even the outfits to wear on the plane and the beach.
Hospitality & Leisure Director, Barclays Corporate Banking
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