ABTA Travel Conference 2026: What I Learned About the Future of Travel
By Amy M, All About Travel
I’m back home from the ABTA Travel Conference 2026 in beautiful Madeira, feeling inspired, motivated and full of ideas!
I had the most fantastic time. Not only did I learn so much about the travel industry and what the future holds, but I also had the opportunity to connect with lots of new people, including people outside the world of travel agents. It was a brilliant few days, packed with ideas, conversations and plenty of food for thought.
There was one message that really stood out to me throughout the conference: the value of a great travel agent has never been more important.
With technology constantly changing the way we research and book holidays, our role isn't simply to find a flight, a hotel and a price. It's about understanding our customers, finding the right holiday for them, offering reassurance and adding those little personal touches that make all the difference.
So, here are some of my biggest takeaways from the conference and what they mean for anyone planning their next holiday!
1. Why booking with a travel agent still matters
One of the most interesting discussions at the conference focused on the changing travel market, particularly the rise of artificial intelligence (AI) and online booking platforms.
We live in a world where you can search thousands of hotels, compare prices and book a holiday in just a few clicks. But does that necessarily mean you'll find the right holiday for you?
Not always!
Some people love researching their own holidays, while others find the whole process overwhelming. Many customers enjoy doing their own research online but still want to speak to a real person before committing to spending their hard-earned money.
That's where we come in.
As travel agents, we can ask the questions that online booking systems might not think to ask. We can learn what matters most to you, understand your budget, consider your travel preferences and recommend options based on your individual needs.
It's about more than simply finding a holiday. It's about finding your holiday.
And if I could leave you with one message, it's this: don't underestimate the value of human connection, honest advice and personal service.
2. It's the little details that make a big difference
One of my favourite talking points from the conference was something called the Paperclip Challenge.
The idea is simple: look at an ordinary paperclip and, in 60 seconds, think of as many different uses for it as possible, without using AI.
Why? Because a paperclip might look exactly the same as every other paperclip, but it's how you use it that makes it different.
The same applies to booking a holiday!
It's easy to send someone a quote with a hotel name, flight times and a price. But what extra information could help that customer make their decision?
For example:
How far is the hotel from the beach, and is the walk suitable for everyone travelling?
Which restaurants and bars are nearby?
Where is the best spot to watch the sunset?
Is there a particular room location worth requesting?
Are there any local experiences that would make the holiday extra special?
These details might seem small, but they can make a huge difference to someone's holiday experience.
I recently helped a customer who wanted to return to the same hotel for Christmas, as she does every year. I asked her what her favourite floor was to stay on, and she was genuinely surprised I'd thought to ask!
It's a small question, but it showed that I was thinking about her personal preferences rather than simply processing another booking.
That's what I want every customer to feel: that their holiday matters to me.
3. Value matters just as much as price
Another key theme throughout the conference was value for money.
Customers are still keen to travel, but they want to make sure they're getting as much as possible from their holiday budget. They're looking carefully at what's included, what facilities are available and whether paying a little extra could give them a better overall experience.
This is particularly important when looking at premium and luxury holidays.
For example, some of easyJet holidays' luxury collection features selected five-star hotels offering experiences such as gourmet dining, plunge pools and stunning views. Depending on the holiday and package selected, additional perks can include private transfers, extra luggage, seat selection, speedy boarding, fast-track security and priority boarding.
For some travellers, these extras can make the whole experience feel much more relaxing, from arriving at the airport to reaching their resort.
It's not always about choosing the cheapest option. It's about understanding what's important to you and finding the best combination of price, facilities, convenience and experience.
That's why I always encourage customers to tell me what matters most to them. The more I know, the better I can tailor my recommendations.
4. Travel is about experiences, not just destinations
One of the most exciting things discussed was how travellers' interests are changing, particularly among younger generations.
Adventure, unique experiences and holidays with a difference are becoming increasingly important to many travellers.
Think hiking in spectacular scenery, diving in crystal-clear waters, snorkelling with incredible marine life or finding those hidden spots that make a destination unforgettable.
And it's not just younger travellers who want these experiences. Families, couples and solo travellers are all looking for ways to make their holidays more memorable.
I know this from my own family, too. My daughter Lexie is 16 and would love the opportunity to swim with whale sharks, while her friends are dreaming of places such as Dubai and Bali.
It just goes to show how much inspiration there is out there!
When you're planning your next holiday, think beyond the hotel itself. What would you love to experience? Is there a particular activity on your bucket list? Would you prefer a relaxing beach escape, a food-focused break, an adventurous trip or a mixture of everything?
Tell your travel agent what you're dreaming of, even if you aren't sure where to start. Sometimes the best holidays begin with an idea rather than a destination.
5. Feeling safe and reassured when travelling
Safety was another important topic at the conference, with travellers placing increasing importance on feeling safe when choosing where to go on holiday.
It's understandable. When you're spending money on a holiday, you want to feel confident about your destination, your accommodation and your travel arrangements.
There's also a huge amount of information circulating online, and not all of it provides the full picture. Headlines can sometimes make situations sound frightening, while social media posts may lack context or become outdated quickly.
My advice is always to seek reliable, up-to-date information and speak to someone who can help you understand the situation.
As travel professionals, we want our customers to feel informed and reassured. Being honest is incredibly important to me, whether that's discussing a destination, explaining what's included in a package or helping someone understand their options.
It's also worth remembering that online security matters. Travel-related scams and cyber threats are a growing concern, so always be cautious with unexpected messages, suspicious payment requests and websites you don't recognise.
If something doesn't look right, take a moment to check before sharing your personal or payment details.
6. Why ABTA membership is important
The conference also highlighted the importance of consumer awareness around ABTA membership.
ABTA works to promote high standards within the travel industry and provides information and support for holidaymakers. Its membership requirements and services help customers understand who they're booking with and what protections or assistance may apply.
When booking a holiday, it's always worth checking who you're booking through, what protection applies to your particular arrangements and what support is available if something goes wrong.
It's also important to understand that protection varies depending on the booking. ABTA membership and ATOL protection are not interchangeable, and not every holiday arrangement is covered in the same way.
At All About Travel, we believe customers should feel confident asking questions before booking. Understanding your holiday arrangements is an important part of planning a trip with peace of mind.
7. Making the most of your holiday budget
The conference highlighted several trends that are worth considering when planning your next getaway.
Short breaks are still appealing. Many travellers would rather enjoy a few days away than spend that time at home. A three-night escape can be a brilliant way to recharge without committing to a longer holiday.
Travelling outside peak dates can offer opportunities. Some travellers are considering dates around the main school holiday periods to find better value. If your circumstances allow flexibility, it's worth comparing different departure dates. Families should always make sure they understand school attendance rules before travelling during term time.
Planning ahead can open up more choice. With holiday programmes released well in advance, keeping an eye on future departures can give you more options when it comes to destinations, hotels and dates.
And remember, value isn't just about the initial price. It's about what's included, how well the holiday suits you and the memories you'll bring home.
8. Technology is changing travel, but people still matter
AI was a recurring theme throughout the conference, and it's clear that technology will continue to influence how people research, compare and book their holidays.
New apps and online tools are making it easier to search accommodation, compare prices and organise our time. Used well, technology can be incredibly useful.
But technology works best when it has a clear purpose.
For me, the important thing is knowing how to use the tools available without losing the personal service that makes booking with a travel agent special.
AI can help people find information, but understanding a customer's priorities, listening to their concerns and helping them choose between different options still require care, judgement and a personal approach.
I believe the future of travel will involve both technology and human expertise. The key is making sure that technology enhances the customer experience rather than replacing the connection between people.
9. A little Madeira inspiration
Of course, the conference wasn't all about industry discussions!
Madeira was absolutely gorgeous, and I'm looking forward to sharing more about the destination in a separate post.
If you're considering a visit, there are some lovely dates to have on your radar.
Madeira Atlantic Festival – June 2027
The festival is a highlight of Madeira's events calendar, bringing entertainment and spectacular fireworks to Funchal. The 2027 festival is scheduled to run from 4–27 June, with fireworks traditionally taking place on Saturday evenings during the event.
Christmas and New Year in Madeira
Madeira is also famous for its festive atmosphere and spectacular New Year celebrations. If you're looking for somewhere a little different for a winter sun escape, it could be a destination worth exploring.
As always, check the confirmed programme and event dates when planning your trip.
And if Madeira has caught your eye, I'd be delighted to help you explore your options!
My biggest takeaway from ABTA Conference 2026
I came away from Madeira feeling inspired and reminded of why I love working in travel.
People don't just want a booking confirmation. They want to feel listened to, understood and confident that they've made the right choice.
They want someone to help them discover possibilities they might never have considered themselves. They want honest advice, reassurance when they need it and those extra little details that turn a good holiday into a fantastic one.
For me, that's what being a travel agent is all about.
So, whether you're dreaming of a luxury escape, a family adventure, a romantic city break or a few nights in the sunshine, don't feel you have to figure everything out alone.
Tell us what you're looking for, what you love and what you'd like to experience. We'll help you explore the possibilities and find a holiday that's right for you.
I'm home, feeling refreshed and full of ideas, and I can't wait to put everything I've learnt into practice!
Where will your next adventure take you?
Amy M – All About Travel
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