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A new benchmark study into Brits’ holiday habits has highlighted stark generational differences in the way travellers are booking and agents are being urged to capitalise on the diverging behaviours.
According to the research from easyJet, Gen Z are driving a surge in spontaneous travel, with the average booking made just 11.5 weeks ahead of departure. By contrast, Gen X prefer to plan well in advance, securing trips an average of five months ahead, making them the most organised holidaymakers.
The motivations behind Gen Z’s last-minute habits include cost-saving ‘budget hacks’ (36%), a need for a mental health reset (31%), and the thrill of spontaneity (26%). For Gen X, however, the focus is on stretching budgets (52%), coordinating with travel partners (33%) and the reassurance of forward planning (24%).
Millennials and Baby Boomers sit between the two extremes, booking around three to four months ahead on average.
Package holiday surge and solo travel rise
The research also highlights broader shifts across the market. Package holidays are booming in popularity, particularly among Millennials and Gen X, while almost two-fifths (38%) of Gen Z are now more likely to book packages compared with five years ago.
Over half of Brits (57%) say they would now consider booking a solo package holiday, signalling a growth opportunity in this emerging niche.
Demand for more frequent travel is also on the rise, with a third (32%) of Brits now taking three or more trips per year. A quarter of Gen Z and Millennials are opting for shorter, more frequent breaks, with the average holiday lasting 6.7 days.
The research reveals how the rise in holiday bookings also reflects a broader lifestyle shift. Brits are prioritising regular travel as a way to spend quality time with friends and family (48%), relax and unwind (44%) and prioritise personal wellbeing and mental health (38%).
Opportunities for agents
The study’s findings suggest that travel agents and operators have a clear chance to tailor their messaging and product mix. For Gen Z, highlighting short lead-time offers, flexible booking terms and wellness-focused escapes could resonate strongly.
Meanwhile, Gen X customers may respond best to campaigns focused on value for money, early booking discounts and guaranteed availability.
Top 10 motivations for booking a holiday last minute are:
Budget hacks and last-minute deals (32%)
Spontaneity (26%)
Work schedules (21%)
Mental health reset (20%)
Flexible mindset (17%)
Decision fatigue (12%)
Instant gratification (11%)
Celebrating wins (9%)
Short lead times (8%)
FOMO (4%)
Paul Bixby, Chief Commercial Officer at easyJet Holidays, said: “More Brits than ever are opting for package holidays because of their convenience and reliability, but we’re seeing generational habits vary more than ever, from early planners to spontaneous adventurers. That’s why we offer a wide range of booking options and holiday types, with last-minute deals as well as packages departing right up to March 2027.”
For agents, the message is clear: whether it’s selling stress-free packages to meticulous planners or last-minute deals to impulsive Gen Z travellers, understanding the generational mindset could prove key to capturing bookings in 2025 and beyond.
