Research showed that the proportion of UK travellers with children going on a ship has almost doubled over the past five years.

The annual Holiday Habits study by travel association Abta, unveiled at its annual convention in Greece’s Peloponnese yesterday[TUE], revealed that Britons went on more holidays than ever in the last 12 months – surpassing pre-Covid levels.

And among families, 15% of the overall number who went on a holiday chose to go on a ship – up from 8% in 2019. Researchers also found that family interest in cruises is set to grow further in the year ahead, with 17% planning to go on one.

While 55% of all cruise-goers named ocean voyages as their favourite option, followed by adult-only (37%) and ‘seacation’ sailings around the UK (34%), half of those with children [51%] favoured British Isles voyage above all other options.

Half of families [49%] said the biggest appeal for a cruise was a chance to meet like-minded people, with value for money the key driver for almost six out of 10 [56%] of those with younger children.

An Abta spokesman said: “Our most recent research has found that families are increasingly keen to take to the waves, especially on trips in the seas around the UK.

“As well as appreciating the opportunity to visit multiple destinations in one trip, the value for money, and the range of facilities on offer, they really enjoy the chance it gives them to meet with like-minded people.”

The report also revealed that the number of annual getaways being taken per person has reached a record high, driven by so-called “habitual holidaymakers”.

Britons took an average of 3.94 holidays in the last 12 months, the most since Abta’s annual research began in 2011 and overtaking last year’s figure of 3.42 and the previous high of 3.91 in pre-pandemic 2019.

The survey indicated the proportion of people going on holiday is the same as last year at 84%, with the increase in trips per person due to more people going on multiple breaks annually.

Respondents with families containing at least one child aged under five take the most holidays per person per year at an average of 6.49.

Beach breaks are still our number one choice of getaway, with nearly half [48%] of people surveyed heading to the seaside, with four out of 10 [43%] opting for a city break.

Despite the UK’s ongoing economic challenges, holidays remain the last thing consumers are willing to cut back on, according to the poll, with only a third [32%] saying they will do so – a smaller proportion than for spending on eating out, clothes, shoes and electronic gadgets.

Abta chief executive Mark Tanzer, told delegates: “You can’t underestimate the power of a holiday – giving people the chance to relax and spend time together – which is why we’re seeing people taking trip after trip.

“In recent years, there has been a change from many people having one summer holiday but nothing else during the year.

“Instead, many people are now choosing to spend their spare money on taking multiple trips throughout the year,” he added.

“This says a lot about the confidence and trust people have in the travel industry to help them make special memories.”

Abta also reported that it is assisting its travel industry members to support customers ahead of the impending electronic changes to EU travel in November.

The EU Entry/Exit System (EES) has a target launch date of November 10 and will replace the physical stamping of passports with taking a photo of the traveller’s face and fingerprints scanned and a UK government announcement on the proposal is expected Thursday.

An Abta spokesman said: “While we believe awareness is increasing, there is still a fair way to go before the majority of travellers fully understand how the new EU Entry/Exit System will change their passport control experience when travelling to Europe.

“That’s perhaps unsurprising given that we’re still waiting for official confirmation of when the scheme will go live. It’s difficult to talk to a customer about a new system without knowing if it will actually be in place for their holiday.

“So, we are urging the EU to provide clarity on when EES will go live, and to make sure the changes are clearly communicated to consumers.

“We’re also in contact with the UK Government about plans to ensure that travellers are properly prepared.”

Further changes are due in mid-2025, with the arrival of the European Travel Information and Authorisation System (ETIAS).

UK citizens heading to 30 European countries will require a €7 permit, similar to the USA’s ESTA entry programme.

*Abta’s EES consumer helpline is at abta.com/eesandetias