Less than 50% of respondents to Aito’s annual Travel Insights Survey said sustainable travel was a significant factor when planning their holidays, with most confirming they travel by air.
Just a third (33%) of the more than 12,000 respondents, drawn from travellers who have had contact with Aito members over the past year, said they were concerned about their carbon footprint, down from 37% a year earlier.
In 2024, political stability in a destination country has declined in terms of importance against 2023, from 66% to 50%. But financial protection, and knowing the company with which they were booking was a member of a reputable travel association, scored higher than last year.
The survey also revealed that while 86% of those polled prefer to communicate by email, sizeable proportions of respondents are open to Facebook (78%), Instagram (55%) and WhatsApp (54%).
Elsewhere, 56% of respondents said they were spending more than £2,500pp on experiential holidays, indicating a preference for the highest levels of service.
More than 90% of customers surveyed are plan to holiday in the UK or Europe this year, according to Aito; more than 60% have either booked or are about to book a break in the UK or Europe, with just under 50% planning a long-haul trip.
Aito executive director Martyn Sumners said: “We already know the important 50-plus market has increased dramatically in size – it now represents about 80% of those who buy holidays.
“This group of the holiday-buying public enjoys a robust financial status, with an above-average income; many, understandably, consider themselves to be well off.
“Some 85% of them feel that there will be no change to their financial status over the next 12 months, which shows a significant increase in confidence levels compared with 2023, when the figure was 75%.”
He urged Aito members to “seize the moment” and work hard to engage with clients to help them book the holidays they will love for 2024 and beyond.
“Our customers are our best salesforce; they will enthuse about the experiences that Aito members have crafted for them to their like-minded friends, and personal recommendation is the best sales tool bar none,” he added.
