A poll of 14,000 customers found 61% were spending more than £2,500pp with Aito members, which, compares with 56% a year ago. "Many bookings are ‘bucket-list holidays’ and it is not uncommon to see booking values in excess of £20,000," read the report. Two-thirds of bookings were made six months ahead, with 30% “at least a year” before travel.
Most responses, more than 90%, were from the 50-plus market, who rate travel as an important part of their overall lifestyle. Their financial status was robust – 40% described themselves as "well-off", and 83% believe their financial situation will stay the same or improve in 2025.
The survey noted customer loyalty within specialist travel. The data revealed 68% of customers had travelled more than once with their tour operator. However, researchers Spike Insight – who conducted the survey – found a lower number of first-time customers rebooking the following year.
The survey also examined the Net Promoter Score (NPS), demonstrating a customer’s likelihood to recommend to a friend or family member. This had increased to 67.1 from 64.8 in 2024. The latest travel agency NPS was a “world leading” 86.3.
The use of review sites was also examined, with 62% of respondents telling the association they never used them. Of those that use them regularly, TripAdvisor ranked highest (40%), with Google Reviews (17%) and Trust Pilot (14%) also popular.
Sustainable travel credentials remain important to consumers, with 80% claiming this is a deciding factor in holiday plans. Views on the importance of carbon footprints have, however, decreased to just over 33% – the lowest score in three years.
In terms of destinations, the US and Canada remained the most popular long-haul choice, with the Indian Sub-Continent and Africa both climbing two places since 2024. Interest in South America has decreased slightly, with Australia and New Zealand also dropping three places on the list.
Aito executive director Martyn Sumners said: “We hope that the results of this survey will provide our members with some useful insights into the overall specialist travel customer base and the key factors affecting customers’ decision-making processes."
