Travel booking trends: How far in advance do Brits plan?
As the summer season draws to a close, we delve into the booking habits of UK travellers. When do people typically book their summer holidays, and why do they choose those times? Understanding these timelines will perhaps offer insight into traveller behaviour, allowing businesses and travel providers to better meet customer expectations.
Among those in Great Britain who travelled this summer, booking times varied significantly. According to YouGov research, 15% of people booked their hotel and flights less than a month before departure.
However, for many, planning ahead remained the norm. Around a third (35%) booked 1-3 months before departure, while 23% secured their plans 4-6 months in advance. Over a quarter of travellers (27%) booked more than six months before their summer escape.
These booking times are driven by various factors. For those who booked less than a month before departure, flexibility was the leading factor among a fifth of travellers (20%). Closely following this, 18% say they waited due to family or friends’ schedules.
Among those who booked 1-3 months before departure, 18% cite family or friends’ schedules as the main reason for choosing this booking window. However, 16% mentioned a preference for planning ahead as their primary reason.
The reasons for booking 4-6 months ahead paint a slightly different picture. While preference for planning ahead remains the dominant reason (30%), 16% of travellers cite concerns about price increases as their main motivation for booking at this time. In addition, 15% of this group booked due to the availability of desired accommodations or flights.
For those who booked their summer holidays more than 6 months before departure, 29% prefer planning ahead, 19% say the availability of their desired accommodation or flight was the deciding factor, while 13% cite concerns about price increases. Additionally, 12% of travellers mention work or school schedules as their primary motivation for booking this far ahead.
A comparison to last year's bookings reveals that, for many, their approach to holiday planning has remained consistent. Nearly two-thirds of those who went on summer holidays both this year and last (63%) say they booked around the same time as the previous year. However, 17% note that they booked earlier this year than last, while 19% booked later.
Looking ahead to the winter holidays, the booking landscape appears to follow similar patterns. Among those planning to travel, 39% plan to book their flights and hotels 1-3 months before departure, 22% expect to secure their plans 4-6 months ahead, and 26% have already booked more than 6 months in advance. Meanwhile, 14% intend to book less than a month before departure.
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Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on September 2-3, 2024, with a nationally representative sample of 2,010 adults in Great Britain (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, social grade and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.
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