Cracking the code: How over-55s are booking holidays in 2025
As we reach the halfway point of 2025 and the summer travel season hits full swing, a distinct pattern is emerging among one of the most valuable and often misunderstood segments of the travel market: the over-55s.
While many travellers have already finalised their summer plans, a significant portion of this demographic is still weighing up their options, booking at a slower pace and with greater caution than in previous years. Against this background, we take a closer look at the booking behaviours of over-55s, exploring what's behind their hesitations, what’s changing, and how brands can better engage this critical audience through the rest of 2025 and beyond.
Sluggish start: Booking behaviour in early 2025
The first quarter of 2025 revealed a notable slowdown in holiday activity among the over-55s. Mintel’s British Consumer Confidence report showed that only 28% of people in this age group had booked a holiday in the three months leading up to March - an 8% drop year-on-year. Even more telling, intent to travel also fell, with 4% fewer over-55s planning holidays compared to the same time last year.
So, what’s driving this downturn? The short answer: caution. Compared to March 2024, over 20% more believe the cost-of-living crisis is “not getting any better.” With many in this group nearing retirement or already retired, financial conservatism is on the rise. Understandably, many are prioritising stability over spontaneity, especially when it comes to discretionary spending, such as travel.
This sentiment is reflected in the data. Among all employment groups, retirees posted the lowest booking rates and the sharpest drop in year-on-year spend, not necessarily a sign of lost interest, but of postponed decision-making.
Not cancelled, just delayed
Crucially, the decline in early bookings doesn't equate to lost demand. TGI data tells a more optimistic story: as of March, 8.8 million over-55s still intended to take a holiday in 2025, while only 3.6 million reported no travel plans at all. This means nearly 43% of the over-55 market was still undecided, ready to book, just not quite yet.
By April, that dormant demand began to reawaken. Bookings among over-55s rose by 8% month-on-month, compared to just a 2% lift across the wider population. The message is clear: for many, March wasn’t a no - it was a “not yet.”
The booking window for 2025
To effectively target the over-55s, understanding when they travel - and when they book - is essential.
Preferred travel months: April to September remain the sweet spot.
Booking window: Typically, 1 to 6 months in advance.
This pattern creates a moving window of opportunity that shifts month by month. The table below shows the estimated volume of over-55 bookings by month, based on projected travel dates:
As the summer unfolds, the over-55s’ booking momentum begins to wane - not due to lost interest, but simply because most have already locked in their plans. By August, the window for capturing 2025 holiday bookings narrows significantly.
Looking ahead: enter the 2026 traveller
But the opportunity doesn’t end with 2025. In fact, for some segments of this age group, planning for 2026 is already underway.
Cruise-goers, group travellers, and high-value customers often book 9-12 months in advance, and many begin their search as soon as they’ve wrapped up their current trip. As we move into late summer, over-55s start pivoting to next year’s adventures, meaning the market never truly closes. This creates a year-round opportunity for savvy travel brands. By aligning messaging with shifting booking intentions, brands can remain visible and relevant throughout the cycle.
Key takeaways
2025 has shown us that while over-55s may delay, they rarely cancel. Their slower booking pace reflects caution, not disinterest. And when confidence returns - as it did in April - they re-enter the market quickly and in volume.
This behaviour offers both a challenge and a strategic advantage. The key lies in recognising the unique tempo of this demographic. Early-year campaigns should aim to build trust and reassure, while mid-year efforts must drive action with clear value, availability, and timing. And with early-booking behaviours emerging from August onward, now is the time to start laying the groundwork for next year’s campaigns.
How well do you know your over-50s travellers?
Since launching our Don’t Call Me Old! white paper, a deep dive into the UK’s over-50s travel market, we’ve helped several brands better understand and engage this diverse audience.
Now we’ve made it even easier to get up to speed. Our bitesize infographics break down the six key traveller segments, highlighting the unique motivations and behaviours that drive this dynamic group.
Ansley Hirstein
Our Strategy and Research Executive, Ansley, combines fresh perspectives with a strong analytical foundation to develop innovative marketing strategies for our clients.
