All-inclusives now account for more than a third (38%) of Advantage members' bookings, with Turkey and Spain being the main beneficiaries of this demand.

Advantage said "tactical recovery campaigns" have driven an upturn in sales for Turkey amid the crisis in the Middle East, which the consortium said offered "the highest level of inclusions at a competitive mid-market spend".

Elsewhere, more than 40% of Advantage members' bookings are now for travel within the next 12 weeks, with more than one in five holidays booked with Advantage members in May being for May departures. "The continued momentum in the late-booking market also underlines that appetite for travel remains resilient," Advantage stressed.

Greece's decision, meanwhile, to ease new EU Entry-Exit requirements for British travellers appears to be paying off, with Greece's share of sales going up from 7.7% in mid-April to nearly 10% by the end of the month. "We have seen a clear and consistent uplift in demand [for Greece], said Advantage Chief Executive Julia Lo Bue-Said.

By contrast, Advantage said it has seen demand soften for "typically dominant" destinations like Spain and its islands, which it attributed to travellers factoring "border friction" into their decision-making.

Ahead of the May half-term getaway, the consortium said the market had become defined by "two distinct consumer behaviours" – a high demand for cost certainty, and a willingness to commit to "high-value, bucket-list experiences".

"As a result, the industry has seen a dual dynamic where families prioritise budget-friendly all-inclusive packages while couples and premium travellers invest heavily in long-haul and cruise itineraries," said Advantage.

Lo Bue-Said added: "Looking at travel trends for May half term and Summer 2026, it’s clear the British traveller has become a master of navigating economic and geopolitical noise. We are seeing a market that refuses to compromise on the annual holiday but is becoming far more strategic in how they secure it.

"Consumers are being intentional with their spend and this is evident from those locking in cost certainty through all-inclusive packages, as well as those investing in experience-led long-haul bookings and cruises."

Advantage said reassurance messaging from travel's major operators on fuel surcharging had also compounded demand for cost certainty as travellers – particularly families – look to "lock in costs upfront".

In some established markets where budget-conscious travellers feel comfortable managing their spend, like Spain, Greece and Portugal, Advantage said embers have seen an uptick in B&B and room-only bookings following an 8% increase in average spend per person per booking compared with last year.

At the other end of the market, Advantage said appetite for premium long-haul travel "remains high", with average booking values for destinations such as the United States, the Caribbean and Far East up by 7% year-on-year.

Meanwhile, cruise now represents 15% of total booked revenue generated by Advantage members, with the sector emerging as a "distinct, less price-sensitive segment dominated by couples".

"Despite the external pressures of the last year, our industry’s resilience is on full display," Lo Bue-Said added: "We’re seeing a sophisticated evolution of travel where value, flexibility, peace of mind and a seamless journey are the new currency and the benefit of booking through an expert travel agent has never proved to be more valuable."