Seven in 10 Brits (70%) would prefer to travel to new destinations, according to Mintel data presented during the Association of National Tourist Offices and Representatives’ (Antor) annual review on Wednesday (29 January), while two-thirds (66%) revealed they were more attracted to travel companies promoting off-the-beaten-track destinations rather than tourist hotspots.

Addressing guests, Immediate Media insight manager Matt Rodriguez said the key take away for travel businesses, including agents, should be to promote less heavily touristed destinations and encourage clients to travel outside of peak times, such as during shoulder seasons.

Rodriguez said personalised, experiential holidays were becoming an expectation for travellers, with 71% of respondents to the Mintel research stating they enjoy new experiences when on holiday. This, Rodriguez said, has led to a rise in demand for combination holidays, such as rail and trail breaks or safari and beach holidays.

Immediate’s own research found that 73% of consumers would consider taking a holiday based on their interests, with history and heritage emerging as popular holiday pursuits.

Rodriguez also insisted customisation must be at the forefront of travel businesses’ efforts to build breaks for clients with travellers seeking more control. "Being able to customise your own package, being notified about holidays at different times of the year, and being able to have more control over what they’re doing are strong indicators of the things our audience are looking forward to doing on holiday,” he said.

Elsewhere, Rodriguez advised businesses to educate customers on how they engage with chatbots, with the Mintel data suggesting nearly half of Brits believe AI and AI tools have he potential to improve the holiday experience. This percentage rises to 71% among the under-25s, but falls to 14% for those aged 65 and over.

"There’s a real opportunity for brands in this space to educate older customers, because [AI-powered travel] is such a growing area and is likely to become one dominant part of the industry in the next five years," Rodriguez added, stressing AI would play a big part in boosting customisation and personalisation.