Thomas Cook has reported a notable shift in consumer travel behaviour, with a rise in 'value-first' travel and a resurgence of package holidays. Despite a 5.8% year-on-year drop in UK travel expenditure for the third consecutive month, Thomas Cook's data indicates that consumers are adapting rather than cutting back on holidays.

The travel company has observed an increase in bookings for summer travel, with 67% of customers opting for dates before the end of August, a 4% rise compared to 2025. Family holidays have seen a 41% increase in bookings year-on-year, highlighting the continued importance of family time despite economic pressures.

Nicholas Smith, Dynamic Packages Director at Thomas Cook, noted that customers are becoming more financially savvy, seeking great value 'destination dupes' and prioritising flexibility and cost transparency. Albania, for instance, has seen a 282% increase in bookings, offering a Mediterranean experience at a lower cost compared to destinations like Croatia and southern Italy.

Package holidays are regaining popularity, with all-inclusive bookings now comprising nearly 50% of Thomas Cook's total bookings, up from 46% last year. The average booking lead time is 77 days, with room-only bookings requiring the longest planning period at 86 days. Additionally, only 5% of customers have paid the full balance upfront, indicating a preference for flexible payment options.

Thomas Cook, now an online-only business under the eSky Group, continues to offer ATOL-protected holidays, allowing customers to tailor their trips to their needs and budget

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