Preferred Channels to Book Travels Among British Travelers 2025

Digital booking dominates the UK travel landscape, with 78% of British travelers preferring to arrange their trips online. The reliance on websites and digital platforms highlights the maturity of the UK's online travel market and the lasting impact of pandemic-era shifts toward self-service and contactless planning.
Traditional travel agencies account for just 22% of bookings, indicating that while a segment still values expert guidance, especially for complex or premium itineraries, convenience and control remain top priorities for the majority.
With no statistical difference between the UK and Europe, the key differentiators for B2B travel stakeholders lie not in channel preference, but in how well digital experiences are optimized: seamless user journeys, mobile responsiveness, personalized offers, and transparent pricing are now essential to capture and convert this digitally fluent audience.