Package Holidays Boom: Nostalgic Bargain Breaks Back in Vogue for 2026
Package holidays, the quintessential bargain breaks of the 1970s and 1980s offering sun, sea, and all-you-can-eat buffets, are making a spectacular comeback. For 2026, industry experts report a significant surge in popularity, with more holidaymakers than ever choosing these all-inclusive deals, particularly among younger generations.
Younger Travellers Drive the Resurgence
Latest figures from the Association of British Travel Agents (ABTA) covering late 2024 to early 2025 reveal that 62% of Britons travelling abroad opted for a package deal. Crucially, the 18-24 age demographic has emerged as a key market, defying the notion that such holidays are outdated.
Sean Tipton of ABTA explains: "Packages are cool again, especially among younger travellers. There's a big difference between the package holidays of the past and today, though. There's a lot more flexibility in terms of length of stay and destination. You can get a package to trek through the Andes now if you want. That cheap and cheerful reputation is just a snobby attitude. If you adopt it then you're missing out."
Despite the ongoing cost of living crisis, ABTA research indicates that more people went on holiday in the last twelve months than the previous year, a trend expected to continue with package deals at the forefront.
Value, Security, and Convenience
The modern appeal of package holidays lies in their core benefits. Sean Tipton elaborates: "Package deals are about value for money, security, and convenience. You get so much more protection if you book a package. Your contract is with the tour operator, so if something goes wrong, it's their responsibility to sort it out."
He notes that the rise of the internet initially led many to believe they could book flights and hotels separately for less, but this wasn't always the case. The COVID-19 pandemic particularly highlighted the security advantages of package deals, as many independent travellers struggled to secure refunds.
A Wave of Nostalgia
Nostalgia for a bygone travel era is also fuelling the trend. Brightsun Travel, a company founded in the 1980s, reports a growing yearning for simpler holidays. A survey of 2,000 people found 20% missed elements like postcards, film cameras, and physical guidebooks, with online booking often viewed negatively.
Mala Schneider, Head of Global Marketing at Brightsun Travel, says: "We're surrounded by connected technology, so it's hard to believe there was a time when you had to wait weeks for your holiday photos to be developed. There was a lot of fun to be had, though, living adventures and experiences in the moment, without worrying about capturing the day to digital perfection."
From the 1970s to Today
Retired marine engineer Martin Oliver, 75, fondly recalls his 1970 package holiday to Majorca with friends. He describes a different world of travel: "Flying was more comfortable back then – no security checks, more legroom, and fewer delays. But there was also a lingering smell of cigarettes." For him and his mates, it was a cultural awakening, trying garlic, enjoying siestas, and encountering their first bidet.
While Spain remains the top-selling package destination, with Morocco and Egypt offering good value, the market has evolved. Jo Rhodes, Senior Researcher at Which? Travel, notes: "Booking a package is still the best way to protect your next holiday abroad. The ATOL scheme ensures you won't be left out of pocket, or worse, stranded if your holiday company goes bust."
Full Circle for Travel Agents
The resurgence has also revitalised traditional travel agencies. Richard Slater, 57, who runs Henbury Travel in Macclesfield, reports business has increased fivefold in recent years, with 95% of bookings being package deals.
He observes: "I think we've come full circle. Lots of people were going online to book their holiday - now they come to us. We're like a human search engine and they value our expertise."
As 2026 approaches, the package holiday, reimagined for a new generation, is firmly back in fashion, blending nostalgic charm with modern security and surprising flexibility.
