British holidaymakers are increasingly bypassing air travel in favour of ferry, rail and domestic options, according to a new survey from Travel Uni in partnership with Discover Ferries. The research, based on responses from over 800 travel agents and tour operators across the UK, underscores a structural shift in booking behaviour driven by geopolitical instability in the Middle East and lingering concerns over flight cancellations and fuel surcharges.
Key Findings from the Travel Uni–Discover Ferries Survey
The survey reveals that 78% of travel professionals have observed a marked uptick in demand for destinations closer to home. Staycations within the British Isles have risen for 39% of respondents, while 37% report heightened interest in ferry and rail travel as alternatives to flying. These trends are reshaping how agents package and promote summer holidays.
Abby Penlington, Director of Discover Ferries, commented: “The disruption affecting international air travel this Spring is still firmly in holidaymakers’ minds when they are choosing what to book for the summer.” She added that ferry services offer a reliable alternative, providing access to over 80 destinations from UK ports without the stress of airport bottlenecks and fuel price instability.
Consumer anxiety about air travel remains high: 89% of agents say travellers are more concerned about flight cancellations, and 87% cite worries over fuel surcharges. This uncertainty has led to a shift in booking patterns, with 74% of agents noting that customers are waiting until closer to departure dates to finalise their plans.
Ian Dockreay, CEO of Equator Global and Travel Uni, emphasised the importance of understanding these shifts. “The findings provide valuable insights into consumer behaviour during times of economic and geopolitical uncertainty,” he said. Dockreay encouraged agents to leverage these insights to offer value and peace of mind to holidaymakers seeking closer-to-home options.
The trend is not limited to the UK. Similar patterns have emerged across Europe, with rail operators like Eurostar and ferry companies such as Stena Line and DFDS reporting increased bookings. For travel professionals, this means rethinking product mix and marketing strategies to emphasise overland and sea-based itineraries.
For agents looking to capitalise on this shift, destinations such as the Channel Islands, the Scottish Highlands, and the French coast via ferry are gaining traction. Meanwhile, operators like Brittany Ferries and P&O Ferries are expanding capacity on key routes from Portsmouth, Plymouth and Dover.
As the industry adapts, the survey serves as a reminder that geopolitical events can rapidly alter consumer preferences. Travel professionals who proactively offer flight-free alternatives—and communicate the reliability and value of such options—stand to gain in an increasingly uncertain market.
