7 Predictions for the UK Travel Industry in 2025

It’s been a steady start to the year for UK travel. Sales in Q1 dipped 5% year on year despite an 8% increase in revenue, inspired by customers digging deeper to create the perfect trip.   

April and May saw this trend continue with average order values (AOV) up a staggering +18% and +35% year on year, respectively.  

With summer fast approaching, travellers are targeting more than just a getaway. They want meaningful and unique experiences, eco-friendly choices, and local immersion, whilst also seeking cost-effective, value-driven options.  

What does that mean for affiliate marketing?  

Using data from Awin’s network, let’s dive into seven predictions to help you maximise the channel opportunities for the season ahead. 

1. Cruises and ferries to welcome new passengers 

Despite the overall slower start to the year from a sales perspective, some travel sub-sectors have bucked the trend.   

Cruises and ferries have experienced significant year-on-year growth across our network, with Q1 sales up by +234%.  

This isn’t a huge surprise considering JP Morgan predicted the industry would capture 3.8% of the global holiday market by 2028. Still, it marks a notable increase from previous years.   

With airfare remaining high, savvy passengers are looking to cash in on a cruise and tick off several destinations without having to fund several flights.   

Additionally, the average age of cruise customers is down by 11 years since 2019, and with that comes a shift in the partner landscape. Awin’s data shows content creators and influencers accounted for 45% of cruise and ferry sales in Q1 (+12% year on year), highlighting the value of upper-funnel content in incentivising purchases within a changing customer demographic.  

We expect niche creators such as Cruise Mummy to become perfect additions to cruise affiliate programmes. Their targeted reach ensures high-impact visibility and meaningful connections with potential travellers. 

2. Social media’s influence will be felt earlier in the research phase  

It’s not just cruises and ferries that have seen their contributions from creators and influencers growing year on year. The overall UK travel sector saw sales from these partners grow by +48% in Q1, and we expect to see this trend continuing throughout the summer.  

Quick tip: finding the right partners to target customers at the start of their research is key, as social media now plays a huge role in people’s choice of destination. Look at places like Albania, now known as the “Maldives of Europe”, becoming new favourites on the back of influencer promotion.  

3. This summer, travel is essential 

Lockdown feels like a distant memory, but its impact on travel still lingers. 

The cancelled trips, restricted movement, and desire for adventure are still fresh in people’s minds. With experiences taking priority over material possessions, this summer, travellers will be increasingly allocating their budgets toward exploration, relaxation, and cultural immersion.  

Barclays recently showed how spending on travel has remained consistently high since April 2021. Despite financial pressures, we predict people to adjust their spending habits to ensure travel remains a non-negotiable expense, occasionally looking to affiliate partners for help. 

As always, affiliate marketing has a compelling story to surmise the current picture. Year-to-date travel sector sales for ‘buy now pay later’ providers Klarna and Zilch have increased by +217% and +67% respectively, highlighting the growing demand for flexible payment solutions as travellers create a little extra length on the runway. 

4. Loyalty pays 

From runways to rewards, Barclays also recently highlighted that 79% of travellers depend on loyalty programs to fund their trips (up from 2024 and 2023).  

Awin has seen UK travel sales from loyalty partners increase by +31% year on year in Q1, with the likes of Collinson Valudynamx, Easyfundraising, and Next Jump offering rewards on travel-related purchases.  

The conversion rate for loyalty partners is also among the highest for travel at over 9% in Q1 2025. If you’re not optimising with these partners on your programme, now is the time.  

Summer 2025 will be driven by loyalty, with rewards influencing more travel decisions than ever. Brands that optimise this area of their programme will capture a surge as travellers become reliant on perks. 

5. Brand partnerships have their time in the sun 

Within the loyalty sector, brand partnerships are taking off in a big way.  

In 2024, Awin network data showed that revenue driven by brand partnerships across all sectors was up +86% YoY, showing the increasing value of strategic collaborations in driving customer engagement and revenue.  

As explained in our free guide to brand partnerships, advertisers that embrace this newer partner type can unlock new audiences, strengthen loyalty, and create more rewarding experiences for their customers.  

Awin’s data shows that travel is behind sectors like beauty, fashion, and telecoms when it comes to active brand partnerships. However, we’re predicting a big rise in adoption throughout the sector, as advertisers take note of customers looking to unlock more value from their travel plans.  

6. Travellers to look beyond the destination  

According to a survey by British Airways, 71% of UK adults aged 18-24 and 68% of those aged 25-34 feel it is important that a holiday incorporates a chance to practice or pursue their hobbies and interests.  

Whether it’s a staycation or an international adventure, travellers in 2025 will seek more than just a simple escape. Instead, they’ll crave journeys filled with experiences. Tourism and attractions sales have increased by +22% year on year so far in 2025, with AOV up nearly +7%. 

Expect these figures to increase further as an action-packed summer of sporting events prompts a surge in travel. A survey from American Express shows 60% of travellers plan to book a trip around entertainment events or at least one sporting event in 2025. From the Women’s EUROs to the Women’s Rugby World Cup, Ryder Cup, and the British and Irish Lions tour, there will be no shortage of opportunities to engage passionate travellers.  

7. Sustainability becomes a selling point 

Sustainability might not be a top priority among travellers this year, but the industry remains under pressure to minimise its environmental impact.  

Data from Mintel shows that 71% of UK holidaymakers are interested in seeing information about the sustainability of a holiday before making a booking, but be cautious with your messaging. Companies are increasingly being called out for greenwashing, which can lead to a loss of consumer trust and a negative brand image.  

Whilst a move to greener practices can be complex, amid these challenges lies a significant opportunity to turn sustainability into a competitive advantage.   

If you're looking to promote your sustainability initiatives this summer, consider partnering with eco-focused affiliates like editorial sites Be a Shade Greener and Green Traveller. These platforms can help showcase your efforts to a highly engaged, environmentally conscious audience. 

Need inspiration for your travel campaigns? Check out Awin’s top 10 travel partners or go social-specific with our top 10 travel influencers.