The consortium confirmed members had experienced a slower start to the year than usual – particularly in January – and a mixed response from consumers since then, with couples leading the way rather than families.

However, it stressed overall trading figures were nonetheless up year-on-year, including a marked increase in ocean cruise sales. It added US booking were buoyant despite cost concerns, and that families were returning.

Advantage also noted a trend towards destinations made popular by film and TV and the rise of “noctourism” following interest in natural phenomena like the northern lights, as well as the 75th anniversary of all-inclusive hotels.

‘There is a clear focus on value’

According to Advantage and commercial director John Sullivan, year-to-date bookings and revenue are up despite a slow start to the year for the mass market. It said volumes had improved since January, but “with a noticeable trend toward last-minute bookings” – including for February half-term and Easter.

"During the peak booking period, volume was largely driven by couples, with family travel trailing behind typical expectations,” said the consortium, adding there was a “clear consumer focus on value”.

“This trend has benefitted destinations known for offering good value, such as Egypt, Morocco, Cape Verde and Tunisia. In recent weeks, discount messaging and strategic price adjustments have contributed to increased volume, particularly within the family market, which is beginning to show stronger performance."

It added: “All indicators suggest a busy trading season. Over the past three weeks, an average of 38% of weekly bookings have been for departures within the next 12 weeks, with the current departure month consistently accounting for the highest booking volume.”

Advantage described long-haul sales as “particularly robust” with revenue up 15%. Top performers include the Caribbean, the UAE and Australia. US sales, it said, remain “steady”, with Florida boosted by the opening of Universal’s Epic Universe on 22 May.

Ocean cruise sales are up 16% year-on-year, with “particularly strong momentum” for more distant destinations, while small-ship luxury cruises are performing well in Asia, Australasia and North America.

All-inclusive ‘evolving significantly’

Advantage claims 2025 is the 75th anniversary of the all-inclusive holiday, and notes how the concept has “evolved significantly” over the past decade with the emergence of premium brands like Sani, Ikos and Rixos, which has forced established brands like Hyatt to respond.

All-inclusive bookings have doubled “every three to four years” since 2018, said Advantage, now reaching 30% of total.

“The all-inclusive concept is no longer confined to beach resorts," it said. "It is now available across various holiday types, including cruises, ski trips, safaris and eco-resorts.

"Advantage has also observed a concerted effort by destinations such as Spain and Greece to enhance their all-inclusive offerings over the past decade.

"Meanwhile, countries like Turkey and Egypt continue to be perceived as offering exceptional value for money, thanks to the extensive range of facilities available."

Is the US losing its reputation for ‘value’?

Advantage said the US continued to sell well despite what it described as the current “political dynamics”, but highlighted cost as a growing concern. 

“A weaker exchange rate, rising tipping expectations – reportedly up by as much as 5% – and additional fees such as staff pension contributions are contributing to the perception that the US is becoming less affordable,” it said.

Advantage said more travellers were considering alternative destinations or opting for all-inclusives, adding: “For now, the strength of the US offering continues to attract demand, but changing perceptions around value may begin to influence future booking trends.”

New York, Orlando and Las Vegas are top sellers, with Nashville having a particularly strong start to the year “likely driven by increased interest in music tourism following the UK’s Country to Country festival”.

Miami, Seattle and New Orleans, it said, are also performing well, supported by growth in cruise travel and cultural tourism. Universal’s Epic Universe in Orlando is expected to further boost visitor numbers.

Value and culture powering new trends

New favourite destinations are emerging based on affordability and special interests, Advantage said.

"Destination dupes" like Montenegro, Slovenia and Albania, it said, were "coming out on top" in terms of value and at the expense of more established, pricier options.

Further afield, research based on a OnePoll survey of 2,000 UK adults also found growing interest in Madagascar and Colombia.

New travel trends are also emerging, Advantage said, with 57% of Gen Z travellers – aged 13-28 – saying culture was the biggest draw, with museums, festivals and history topping people’s wish lists.

Nocturnal tourism or "noctourism" is also on the rise, including stargazing while on safari and experiencing the northern lights, as well as demand for museums and galleries offering extended evening opening hours.

Advantage also noted Expedia’s 2025 Trend Report, which said two-thirds (66%) of travellers were drawing holiday inspiration from films and television series.