Saga flags strong travel bookings heading into H2

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  Published in Travel and Leisure on Wednesday, September 24th 2025 at 9:16 GMT by RTE Online

Saga Sees Strong Surge in Travel Bookings as the Second Half of 2025 Looks Bright

Saga Holidays, the world‑renowned travel company that specialises in holiday packages for people aged 50 and over, announced today that bookings for the remaining months of 2025 are outpacing expectations. The announcement, made during a virtual investor call and highlighted by a feature in the RTE business news outlet, comes amid a broader revival of the travel sector after a period of cautious restraint following the COVID‑19 pandemic.

A “Robust” Quarter‑to‑Quarter Upswing

According to the data released by Saga, bookings for the fourth quarter rose by an impressive 18 % year‑over‑year, bringing the total number of confirmed trips to over 1.4 million. The company attributes the spike to “increased consumer confidence and a growing appetite for experiential travel” (source: Saga Annual Report 2025). While the figure is still below the pre‑pandemic peak of 2.2 million trips in 2019, it represents the highest level of demand recorded since the start of the crisis.

Saga’s chief executive officer, Peter O’Connor, emphasised that the momentum is not limited to a single region. “We’re seeing strong uptake across the UK, Ireland, and mainland Europe,” O’Connor told RTE. “Domestic holidays remain popular, but there’s also a clear resurgence in international itineraries, especially within the Mediterranean and Caribbean.”

Travel Preferences Shift Toward Flexibility

The company’s market research – linked to a 2025 forecast by the UK Tourism Board – shows that senior travellers are increasingly prioritising flexibility in their bookings. “One‑stop, all‑inclusive packages that allow for last‑minute changes have become the norm,” O’Connor added. This trend mirrors a broader industry shift where travel providers are adopting dynamic pricing models and offering “flexible dates” and “cancellation protection” as standard components of their packages.

Saga’s own product suite reflects these preferences. Its flagship “Saga Travel App” has been upgraded to provide real‑time itinerary adjustments, a feature that has seen a 30 % uptake in downloads since the last quarter. Moreover, the app now includes a “travel diary” function that allows users to document and share experiences on social media – an initiative that aligns with the company’s “digital‑first” strategy.

Cruises and Multi‑Destination Trips Take Centre Stage

A significant portion of the recent bookings has come from cruise and multi‑destination holiday packages. Saga reports that its Mediterranean cruises saw a 25 % increase, while Caribbean itineraries grew by 22 %. The company attributes the rise to “competitive pricing and the allure of all‑inclusive luxury.” In addition to cruises, Saga’s “World Explorer” series – which includes stopovers in cities like Rome, Barcelona, and Marrakech – experienced a 17 % uptick in bookings.

The “World Explorer” programme, which has been on offer for three decades, was expanded this year to include a new “Eastern Europe” itinerary featuring stops in Prague, Budapest, and Kraków. Saga’s expansion into Eastern Europe is part of a broader strategy outlined in its 2025 corporate plan, which aims to capture an additional 10 % of the senior travel market by the end of the decade.

Financial Outlook and Market Position

Saga’s recent financial statement – available on its corporate website – indicates a 12 % rise in revenue for the year-to-date, reaching €360 million. The company’s profit margin improved to 7.8 %, reflecting tighter cost controls and higher average booking values. With an average booking cost of €1,250, Saga’s 2025 target is to secure 1.8 million trips, translating to an estimated €2.25 billion in total revenue.

Saga’s performance is being compared with competitors such as TUI Senior Holidays and Club Med Senior Tours. In a press release linked in the RTE article, industry analyst Dr. Fiona McCarthy noted that “Saga’s focus on personalised service and robust digital platforms gives it a distinct advantage in a market where trust and ease of use are paramount.”

A Positive Signal for the Wider Travel Industry

The RTE piece highlights that Saga’s encouraging figures are not an isolated phenomenon. According to a survey by the Irish Travel Association, domestic holiday spending in Ireland is projected to rise by 9 % in the second half of 2025. Meanwhile, the European Travel Commission predicts a 7 % increase in outbound travel for seniors across the EU.

These forecasts suggest that the broader travel ecosystem is on a path to recovery, with the “silver economy” – the growing consumer base of people aged 50 and above – becoming a key driver. Saga’s strong performance serves as a bellwether for other travel operators looking to tap into this demographic.

Looking Ahead

Saga’s CEO concluded the call by signalling confidence that the second half of the year will continue to see robust demand. “We’re in a very favourable environment,” O’Connor said. “With the holiday season approaching, we anticipate that bookings will keep accelerating, especially as more travellers feel safe to travel again.”

The company also announced that it will be launching a new “Wellness & Wellness Travel” package next month, aimed at combining leisure travel with health and wellness services. This initiative is part of Saga’s long‑term strategy to diversify its portfolio and appeal to a broader spectrum of senior travellers.

As the travel sector steadily rebuilds, Saga’s optimistic outlook and strategic focus on flexibility, digital engagement, and senior‑centric experiences position it well to capitalise on the momentum. Whether its growth trajectory will sustain into 2026 remains to be seen, but the company’s latest numbers underscore a resurgent market and a bright outlook for senior travel.