Travel agents are winning a new generation of customers, while holidaymakers are becoming increasingly likely to book later and opt for shorter breaks, new data from the Advantage Travel Partnership reveals.
Advantage data provides ammunition against the long-running narrative that travel agents are becoming less relevant to the younger generation
A move towards shorter and later bookings was one of the clearest trends to emerge from the consortium's annual media briefing on Tuesday (8 September), with 35% of Advantage members' bookings coming between 15 to 30 days prior to departure.
Bookings made just a week out – or less – are also up by 20% year-on-year, which Advantage said demonstrated the extent to which consumers are keeping their options open in an "uncertain" travel environment.
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