Mallorca may well be the most popular destination in Spain for British holidaymakers but it can’t take it for granted looking ahead with re-emerging destinations such as Egypt, Tunisia and Malta seeing year-on-year booking increases of up to 117%, according to Advantage Travel Partnership which today shared its latest trading data insights for 2025, revealing how the industry has shifted in comparison to 2024.
Some of the highlights from the report are that leisure travel has seen significant growth this year with overall sales increasing by 12 percent and average booking value increasing by 9 percent when compared to 2024. This growth is evident across various segments, including short-haul, long-haul, cruise, and touring and adventure. Short-haul sales are up 6 percent with a 4 percent increase in average booking value, with the top destinations for the year being Spain and the Canary Islands, Greece, and Turkey. The most sought-after individual destinations within these countries are Mallorca, Tenerife, Lanzarote, Alicante, and Antalya.
Meanwhile, former favourites such as Egypt, Malta, and Tunisia are re-emerging in popularity, with Malta in particular seeing an incredible 117 percent increase in sales compared to 2024. Advantage Travel Partnership hosted its 2025 conference in Malta, giving members an opportunity to experience the destination first-hand before recommending to their customers. Furthermore, long-haul travel remains on the rise with bookings having risen by 19 percent in 2025 as UK travellers continue to book holidays to the Maldives, USA, UAE, Caribbean, and Thailand.
Summer holiday travel has still had a strong performance as sales increased by 13 percent, with departures up by 7 percent. Despite these increases, however, the number of family passengers has declined by 3 percent which indicates more trips are being made by groups of friends and couples instead. Notably as 2025 marks the 75th anniversary of all-inclusive holidays, 45 percent of all bookings for trips this summer were for this category, up from 40 percent last year.
The rise of all-inclusive resorts has been driven by travellers’ growing demand for convenience, value, and stress-free planning appealing to a wide range of tourists from families to couples seeking predictable costs and hassle-free getaways. In an era where cost transparency and timesaving are increasingly valued, all-inclusives offer an attractive option. Their popularity has surged post-pandemic, as people prioritise ease, safety, and maximising their time away without the need for constant decision-making or unexpected expenses.
John Sullivan, Commerical Director of Advantage Travel Partnership, said: “There’s a clear and growing desire among consumers in 2025 to prioritise travel, with many seeing it as a necessity rather than a luxury. After years of shifting global dynamics and changing priorities, people are more eager than ever to invest in experiences that offer adventure, cultural connection, and personal fulfilment. This heightened demand reflects not just a rebound effect, but a lasting shift in consumer values toward exploration, wellness, and meaningful moments.
"The demand for summer holiday travel is still prevalent, but our data does indicate a trend for more travellers opting for shoulder seasons and that we will continue to see a shift in holiday habits. It’s clear that cost remains a key booking driver which is reflected in the data on shoulder season travel as well as ultra-late and ultra-early bookings, with many travellers looking to get the best experience possible for their available budget. Whilst prices have increased, the average booking value has also risen and at a higher rate than the price which indicates it’s not always about finding the cheapest available holiday but what offers the best value and how much extra value can I get with my budget.”