Travel column with Katie Butler of Total Travel: Spring sunshine, shifting trends and why booking confidence matters more than ever
The school holidays have certainly flown by (no pun intended) – it hardly seems possible that we are already in mid-April. That said, it has been a welcome change to see some proper sunshine during the break for once, which always puts a positive spin on things and gets many of us thinking ahead to our next getaway, it has certainly got me looking.
Trust is playing an increasingly important role in how people book their holidays, and recent figures highlight just how much that matters. The number of travellers choosing ABTA members has risen again this year, with 89 per cent saying they would book with one, compared to 88 per cent in 2025. Although the increase is modest, it reflects a steady strengthening of consumer confidence.
More telling is how people perceive ABTA. The number of customers associating the organisation with words like “safe”, “reassuring”, “reliable”, “experts” and “confidence” has grown, with all these attributes now scoring above 83 per cent. That’s a noticeable increase on last year, when just over 80 per cent of people made those connections.
It is clear that trust and reassurance are becoming more central to people’s decision-making, particularly in a world where travel plans can still feel uncertain at times.
Younger travellers are also becoming more aware, with a seven per cent point increase in recognition among 18 to 24-year-olds, building on an even larger rise reported the previous year. This suggests that the message around booking security and professional advice is reaching a new generation of holidaymakers.
All of this highlights the importance of booking with reputable, regulated travel providers. ABTA remains the UK’s largest travel trade body, representing over 3,500 travel brands with a combined annual turnover of more than £41 billion. Members sign up to a strict code of conduct, ensuring high service standards, fair trading, and access to support and guidance when it’s needed most. For holidaymakers, that translates into peace of mind, reliable advice, and a safety net should anything unexpected arise. Total Travel are proud members of ABTA, along with many others fantastic agencies in our region.
Alongside these booking trends, there has also been a few minor destination updates. Thailand’s new government is reportedly planning to introduce a small entry fee of around £6 for air arrivals. While relatively modest, it is another example of destinations looking at ways to manage tourism and infrastructure.
Meanwhile, Venice has reintroduced its day-trip entry fee for peak dates between April and July, with prices varying depending on how far in advance you book. Measures like these are becoming more common as popular destinations balance visitor numbers with sustainability.
As always, a brief overview of what is booking - and late bookings remain strong, accounting for 38 per cent of total new bookings last week, showing that many people are happy or even more confident to make plans closer to departure.
In terms of travel dates - May came out on top last week, taking a 15 per cent share of total new bookings, followed closely by April at 14 per cent, and June at ten per cent.
As for destinations, last week - cruises departing from Southampton led the way, offering convenience and a wide range of itineraries without the need to fly. Majorca and Tenerife continue to hold their places as firm favourites, thanks to their reliable weather and a sense of familiarity.
Our customers are travelling with enthusiasm, but also with greater awareness of the importance of booking securely and wisely. Having the expert guidance and trusted protection in place is becoming less of a luxury and more of a necessity.