Cruise continues to grow as a holiday type, emerging as a “distinct, less price-sensitive segment dominated by couples”, according to new data released by the Advantage Travel Partnership

The consortium has collated booking trend data to share an insight into consumer booking behaviour which revealed cruise as a growing sector within the travel industry, representing 15 per cent of total booked revenue for departures between 1 May and 31 October.

Advantage said it found cruise growth is being driven by three key areas: no-fly departures, particularly from Southampton; Mediterranean fly-cruises; and long-haul and extended itineraries delivering higher value, with couples as the dominant bookers.

Looking at the wider travel industry, Advantage said it is seeing strong demand for holidays departing in the coming weeks, suggesting consumers remain cautious about committing too far ahead, reflecting wider macroeconomic pressures on confidence and spending, such as the ongoing conflict in the Middle East and rising fuel prices.

However, the continued momentum in the lates market shows appetite for travel remains resilient, the consortium added.

All inclusive holidays were the dominant choice for holidaymakers, accounting for 38 per cent of all bookings, with Turkey and Spain coming out as the top destinations.

Greece was also a popular holiday choice, which Advantage chief executive Julia Lo Bue-Said attributed to the country’s decision to remove the EU’s Entry/Exit System (EES) for British travellers.

Premium long-haul travel demand remained high, with destinations such as the US and Caribbean seeing average booking values increase by 7 per cent compared to last year.

The Far East has also seen a rise in premium bookings despite airspace restrictions in the Middle East leading to longer flight times. Rather than deterring travel, these pressures have refined consumer priorities, Advantage found, with travellers investing in more premium, experiential travel in the destination.

“Looking at travel trends for May half term and summer 2026, it’s clear that the British traveller has become a master at navigating economic and geopolitical noise,” said Lo Bue-Said.

“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.

“Crucially, this strategy now extends to the logistics of travel itself. Following Greece’s decision to remove EES requirements for UK travellers, we have seen a clear and consistent uplift in demand, with Greece’s share of sales rising from 7.7 per cent in mid-April to 9.8 per cent by the end of the month.

“In contrast, we’ve seen a softening in share for typically dominant markets like Spain and the islands. This shift suggests that travellers are actively factoring border friction into their decision-making, opting for destinations where the arrival experience is smoother and more predictable.”

She added: “Despite the external pressures of the last year, our industry’s resilience is on full display. 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.”