New data from ABTA reveals how and why the concept of holidays is evolving, reflecting Britons' shifting priorities. Olivia Palamountain reports

British travellers are embarking on more holidays than at any point since records began in 2011, according to the Holiday Habits 2024-25 report from ABTA.

The findings, unveiled at the ABTA Travel Convention in Greece, show that despite ongoing cost of living pressures, the average Briton took 3.94 holidays over the past year, up from 3.42 in the previous period.

The report highlights a growing trend of "Habitual Holidaymakers", with people increasingly viewing holidays as essential rather than discretionary.

Families with young children under five were the most prolific travellers, averaging 6.49 holidays per year, a significant increase from 5.27 last year and 3.89 in 2019.

Mark Tanzer, chief executive of ABTA, says: "You can't underestimate the power of a holiday - giving people the chance to relax and spend time together – which is why we're seeing people taking trip after trip."

The study also revealed a shift in holiday priorities, with 73% of respondents citing relaxation as their primary motivation for travel, followed by spending time with family and friends (63%).

Notably, half of the respondents said holidays supported their mental health, rising to 56% among millennials.

In a surprising twist, holidays have become the last area where people would cut back on spending to address cost of living challenges.

Only 32% said they would reduce holiday expenditure, lower than categories such as electronic gadgets, clothes, eating out, or leisure activities.

The report also noted an increase in bookings made through travel professionals, with 38% of people using a travel agent or tour operator, up from 34% the previous year.

This rise is attributed to a growing desire for support if something goes wrong during the trip, possibly influenced by recent travel disruptions including wildfires and air traffic control issues.

Spain remained the most popular overseas destination, visited by 31% of holidaymakers, followed by France (22%) and Italy (17%). The United States and Greece rounded out the top five, attracting 15% and 13% of British travellers respectively.