The winning travel formula: ‘convenience, cost, and carbon’

The way we travel has changed. In the past, planning a holiday might have meant simply choosing a sunny destination, finding the lowest price and going ahead and booking. But in 2025, travellers have conflicting priorities to navigate: convenience, cost and carbon. 

This new travel formula is shaping how we book, where we go and what we value most. From flexible booking policies to greener flying options and the rediscovery of expert advice, consumers are rethinking what makes a trip worthwhile.

Insights from the ABTA’s Travel Matters conference and outbound travel report, alongside Deloitte’s Travel Weekly Annual Insights 2025, reveal how consumer behaviour is changing and what it means for the wider UK travel economy.

Convenience: the battle between frictionless technology and decision fatigue

In an age of apps, algorithms and AI, the travel booking process has never been more sophisticated yet more overwhelming. Consumers can compare hundreds of destinations, flights and hotel options with a few swipes on their device. But with so many possibilities the risks of decision fatigue and abandoned baskets set in.

An average holiday requires quite a complex series of events including choosing a destination based on specific needs or expectations, selecting a mode and the timing of transport to the destination, a place to stay, transfers, visas, insurance, excursions and more. It is not surprising many travellers are paralysed by the choice. Deloitte’s research shows that ease of use is now one of the strongest drivers of brand loyalty. In other words: simplify the process and you attract and retain customers.

Technology has certainly helped. Smart booking platforms can recommend tailored packages, AI-powered apps can suggest itineraries and digital wallets make check-ins and payments seamless. But at the same time, too much information can make the process feel overwhelming and more stressful as a result.

This is why convenience is no longer just about speed – it is about bringing clarity. Travellers want the technology to cut through the noise, leading them seamlessly to making decisions that tick all their boxes.

Rediscovering the human touch: why expert advice still matters

Interestingly, as digital tools have taken over much of the booking process, many people are rediscovering the value of the human touch in the decision process. High street travel agents are experiencing a revival - particularly for the more once-in-a-lifetime or significant trips like honeymoons, all-inclusive cruises or multi-generational holidays.

According to ABTA, consumer trust in travel professionals is rising. When faced with overwhelming online choice, travellers increasingly value the reassurance of expert advice from someone who can recommend the right destination, navigate hidden costs and provide peace of mind in case of disruption.

For many, the interaction with a travel professional goes beyond a mere transactional exchange; it's about building trust and gaining peace of mind.  A knowledgeable advisor can help cut through decision fatigue, ensuring that convenience does not come at the cost of feeling worried about the decision. Hybrid models where online research is complemented by expert consultation are becoming the sweet spot for modern travellers.

Cost: value for money now means more than just price

Price will always be a deciding factor in travel, especially during times of economic uncertainty. But today, travellers are looking beyond the lowest price. They want value - a mix of affordability, flexibility and quality, and crucially, access to invaluable local destination knowledge that feels worth the investment. This expertise, often provided by travel agent specialists, helps ensure a truly tailored and enriching experience.

According to Deloitte’s Travel Weekly Insight Annual Report 2025, many consumers are choosing fewer trips per year but spending more on each one. These trips are often tied to meaningful experiences: a big family reunion, a wellness-focused retreat or a bucket-list destination. In this sense, value for money is about positive emotional return on investment as much as the financial investment.

Travellers are also prioritising flexibility. Policies that allow free cancellations or date changes have shifted from being a ‘nice to have’ to a baseline expectation. Bundled packages that include extras like transfers, excursions or meals are also rising in popularity, because they provide transparency and reduce hidden costs later.

For businesses, the message is clear: offering choice matters but offering clear, flexible and fair value matters more.

Carbon: can we make greener choices without losing the joy of travel?

The third element in the winning travel formula is carbon. Sustainability has become a defining theme in travel, but the reality is complex. Many consumers want to reduce their environmental impact but do not always choose the more expensive greener alternatives.

Deloitte’s research highlights this paradox: while younger travellers' tend to want sustainable options, they expect businesses to make those options affordable and accessible. Meanwhile, ABTA is calling for stronger government action to support systemic change, such as a Sustainable Aviation Fuel (SAF) mandate and investment in green infrastructure like shore-side power at ports.

Ttravel’s environmental footprint cannot be solved by individual choices alone. It requires an industry-wide shift that makes sustainable travel accessible and mainstream.

For consumers, the good news is that small changes are starting to make a difference. Airlines are offering carbon offset schemes, trains and coaches are competing with short-haul flights, and eco-certified hotels are more visible than ever. Choosing a regional airport, travelling off-peak or booking with operators that prioritise sustainability can all make a difference.

The key is to make greener travel not just a niche or premium option but more mainstream, a shift already being supported by consumer trends such as a preference for fewer international flights per year coupled with an increased appetite for longer, more immersive stays in destinations. This evolving behaviour not only creates new opportunities for travel businesses but also significantly supports the broader sustainability agenda.

The policy context: building for a sustainable future

If the UK wants to unlock the full potential of outbound travel, it must invest in both competitiveness and sustainability. That means:

• Supporting the development and uptake of Sustainable Aviation Fuel (SAF)
• Investing in green infrastructure like low-emission cruise ports and airport decarbonisation projects
• Ensuring outbound travel is recognised alongside inbound and domestic tourism as a vital contributor to the economy

However, the path to a truly sustainable future is not without its complexities and perceived contradictions. Recent government decisions, such as the approval for a second runway at Gatwick in September 2025 and ongoing expansion plans at Heathrow, can be seen as presenting mixed messages regarding the commitment to long-term sustainability goals for aviation infrastructure. This underscores the ongoing challenge of balancing economic growth with environmental objectives in policymaking.

According to ABTA’s Outbound Travel report 2025, UK outbound travel in 2023:

• Generated £52 billion in Gross Value Added (GVA)
• Supported 818,000 jobs nationwide
• Contributed around £10 billion in taxes

The potential is even greater. By 2030, outbound travel could grow by 20%, adding £10 billion in GVA and supporting an extra 146,000 jobs, if government policy supports the sector. Regional airports are a critical part of this ecosystem. In places like East Midlands, Manchester, and Bristol, between 75% and 90% of passengers are outbound leisure travellers. Without this traffic, the viability of regional airports and the jobs, tourism, and investment they bring, would be at risk. In other words, outbound travel isn’t just about holidays abroad. It is a driver of local prosperity and national growth.

For businesses and consumers, the policy context matters because it shapes the choices available. Greener, more convenient and better-value travel requires joined-up action across government, industry and travellers themselves.

Designing the future around convenience, cost and carbon

Balancing convenience, cost and carbon is both a challenge and an opportunity.

For consumers, it is about finding the right balance: trips that are affordable, easy to plan, and aligned with personal values. For businesses, it is about designing travel experiences that reduce decision fatigue, build trust and make sustainable choices accessible to all. For policymakers, it is about recognising outbound travel as a vital growth engine while ensuring it evolves in line with climate goals.

Travel remains one of life’s great pleasures. But in 2025, enjoying travelling requires a fine equilibrium between what it takes to plan a trip, what it costs and its impact on the planet. Get that balance right and the future of travel looks brighter - for businesses, destinations, consumers and the economy alike.