Purpose of the Research
eDreams ODIGEO, an online travel subscription platform, commissioned OnePoll in April 2025 to carry out research investigating the flexibility of holiday bookings and travel. This included looking into the influence of extreme weather on holiday plans, the flexibility of travel policies, as well as the ease and personalisation of the booking process. We collaborated with the client to ensure the questions and answer options were tailored to each market and demographic that was being polled.
Method
The research polled 9,000 adults who had been on a holiday in the past 5 years across 7 markets (UK, US, Portugal, Spain, France, Italy and Germany), using an online quantitative survey.
The results were collated into an Excel report and further visualised in an executive summary, with cross breaks for age, gender, region and country.
The Result
Our research revealed that just over half (58%) of respondents say how the changing weather has influenced how, when or where they plan their holidays, even though 69% have never had a holiday affected by extreme weather. Whilst booking travel, just under half (49%) find that flexibility is more important now than it was 5 years ago. Additionally, 67% find that they do sometimes, often or very often feel overwhelmed with the amount of options available to them when booking, with 41% of respondents finding the most frustrating thing when booking travel is having to re-enter personal preferences.
In terms of artificial intelligence, just over a half of respondents (54%) would definitely or are likely to use these tools whilst booking travel. Specifically, 46% believe it would be the most helpful in finding best-value flights that match personal preferences, such as price range (30%) and accommodation type (21%). Looking towards the future, 38% of respondents feel there has been no change in the difficulty of planning for their future, with 29% finding it harder to plan compared to a few years ago.