What Is The TTG And PwC Report On Market Trends For 2025?

Ever wonder how holiday companies know exactly what kind of trip you want before you do? It’s not magic, it’s all about spotting trends. On Wednesday, 3rd December, some of the sharpest minds in the travel world got together for the final TTG Agenda breakfast briefing of the year. This special gathering, held in partnership with the business gurus at PwC, saw an expert panel dig into a whole load of consumer data. They chatted about the year that’s been and, more importantly, what’s just around the corner, especially with the booking season ‘peaks’ on the way. Now, a full report packed with their findings is out, and it gives a sneak peek into the future of travel.

What exactly is an 'agenda breakfast briefing'?

Okay, so it might sound a bit formal, but it’s actually a pretty cool concept. Imagine getting a bunch of people who live and breathe travel into a room in London first thing in the morning. That’s essentially what a TTG event like the Agenda breakfast briefing is. It’s a chance for them to talk shop over coffee and croissants before the day gets too hectic. Hosted by TTG Media, a big name in the travel industry, these briefings are a place for big ideas. This particular one happened at their offices on Boundary Row in the wider area of Greater London. The whole point of this agenda is to get an expert panel together to have a proper panel discussion about what’s happening in their world. And this last one for the year was a big one, focusing on the new report and the road to Agenda 2025.

The expert panel spills the beans on travel trends

So, who is on this expert panel? Think of them as the travel world’s version of The Avengers. They’re specialists from different corners of the industry, and their job is to analyse all the information – or consumer data – to spot patterns. It’s like being a detective for holidays. This recent panel discussion was all about looking at the market trends that shaped this year. For example, did more people book last-minute beach holidays, or were city breaks planned months in advance the more popular choice? Are people spending more on experiences rather than just a flight and hotel? The panel picked apart this kind of consumer data to understand what makes people tick when they’re dreaming of a getaway. These market trends are super important because they help travel companies figure out what sorts of holidays people will want next year and beyond, feeding into the big picture of Agenda 2025.

Getting ready for the 'peaks'

The panel talked a lot about something called ‘peaks’. What on earth are they talking about? In the travel industry, ‘peaks’ is the nickname for the busiest booking time of the year. It usually happens right after Christmas and into January, when the sky is grey, the festive fun is over, and everyone suddenly decides they desperately need some sunshine to look forward to. It’s a massive surge in people searching for and booking their holidays. For travel agents and tour operators, preparing for these peaks is a huge deal. They need to have the right deals, enough staff to handle the calls, and websites that don’t crash. The insights from the PwC report and the panel discussion are gold dust for this, helping businesses understand the market trends so they can be ready for the rush. Getting the peaks right can make or break a company’s year.

Key takeaways from the pwc report

So, what were the main nuggets of wisdom to come out of this whole thing? The full report is where all the juicy details are, but the conversation highlighted some really interesting key takeaways. The big ideas from the Agenda breakfast briefing give a clear sign of where travel is heading.

• The Personal Touch is Massive: People don’t want a one-size-fits-all holiday anymore. The consumer data shows that travellers are looking for trips that feel unique to them.
• Being Green is a Big Deal: More and more holidaymakers are thinking about their carbon footprint. The latest market trends show a real shift towards more sustainable and responsible travel choices.
• Technology is Your Friend: From virtual reality tours of hotel rooms to super-smart apps that act as a pocket travel guide, tech is changing how people plan and enjoy their trips.
• Value for Money is Everything: It’s not about finding the absolute cheapest deal, but about feeling like you’ve got a lot for what you paid. The key takeaways from the discussion showed people are happy to spend, but they want a brilliant experience in return.

These points, discussed during the final TTG event of the year, are just a taster. The complete Agenda 2025 December report from TTG and PwC dives much deeper into what all this means for the future of grabbing your passport and heading off somewhere amazing.