Holidays have become an essential part of British life. 96% of Brits now consider them a non-negotiable expense in their annual budgets.
The Great British Holiday Audit, conducted by easyJet and easyJet holidays, reveals that the average Brit is gearing up for three vacations in 2025, spending over £3,000 on their main getaway and exploring two new countries along the way. But what’s driving this surge in travel plans, and what trends are shaping the way Brits holiday?
From a desire to explore new destinations to emerging trends like AI travel planning and “holiday hopping,” 2025 is set to redefine how Brits vacation.
Emerging Destinations and Travel Priorities
For many, the days of returning to the same destinations year after year are fading. In 2025, a staggering 82% of holidaymakers will prioritize new countries, with places like Montenegro, Cape Verde, and Slovenia emerging as top alternatives. These off-the-beaten-path locations offer both value and a sense of adventure, appealing to those looking to step away from traditional European hotspots.
Budget-savvy travelers are also swapping pricey Mediterranean destinations for luxurious 5-star resorts in Turkey, Egypt, and Tunisia, a trend dubbed “Low-Cost Luxe.” By targeting great-value destinations, Brits are stretching their budgets without sacrificing quality, making upscale travel more accessible than ever.
Planning Ahead and Maximizing Travel
Nearly half (46%) of Brits plan their trips up to 18 months in advance, so securing the best deals has become a priority. This long-term planning reflects the growing importance of holidays in people’s lives, especially as 97% of survey respondents stated that vacations are more important to them than ever.
Interestingly, holidaymakers are increasingly opting for multi-stop itineraries. The rise of “Holiday Hopping” sees travelers flying into one city and out of another, maximizing their sightseeing. For example, a trip to Italy might include exploring Rome, Florence, and Pisa, with some Tuscan countryside along the way.
Another notable shift is the rise of “AI-tinerary Planning.” Nearly 41% of Brits plan to use artificial intelligence to streamline their travel research, creating personalized itineraries with minimal effort.
Family, Friends, and Multi-Generational Travel
Family remains central to holiday planning, with parents shaping trips around their children’s preferences. Almost three-quarters (72%) of families say their kids influence destination choices, and family holidays extend into adulthood. In fact, 30% of families plan multi-generational trips, with grandparents joining in on the fun.
This shift isn’t just limited to families; solo and extended family trips are increasing as people look for ways to connect and share experiences across generations. See the family travel trends in 2024.
Experiences and Inspiration
In 2025, holidays aren’t just about relaxation—they’re about passion and purpose. Over a third (38%) of travelers seek activity-based vacations, like hiking in the Dolomites or participating in marathons in cities like Paris or Berlin.
TV and film are also fueling wanderlust. More than half of travelers are inspired by shows like Stanley Tucci: Searching for Italy or crime documentaries, leading to what’s being called the “Jetflix and Chill” trend. Meanwhile, “Musical Missions” are gaining popularity as fans follow artists like Billie Eilish and Bruce Springsteen across Europe.
For others, nostalgia is the driving force. Over half (51%) of Brits have already revisited childhood holiday spots, and 73% are considering doing so in 2025.
Month-Long Escapes and Value-Focused Luxury
Retirees and those with flexible schedules are embracing longer stays, with month-long escapes becoming more popular. For 81% of Brits, staying at an all-inclusive resort during the winter—if it’s cheaper than staying at home—is an attractive option.
Hotels continue to dominate as the preferred accommodation type, with 51% choosing them for their comfort and amenities. All-inclusive packages, particularly in budget-friendly destinations, remain a favorite for their convenience and value.
The Top 15 Travel Trends
- Low-cost Luxe – travellers seeking luxury experiences at reduced costs by choosing great value destinations with 5* quality
- AI-tinerary Planning – using new AI tools to create highly personalised travel itineraries, and saving research time
- Country Ticking – inspired by the likes of apps like ‘been’, as well as general intrigue in exploring new destinations and countries, scoring bragging rights by clocking up new countries each year and more stamps in your passport.
- Holiday Hopping – travellers are maximizing their holidays by flying into one city and out of another to explore multiple destinations within a country or region
- Self-Care Journeys – travelling for relaxation and escaping the everyday, to switch off and aid your mental health, whether that’s for hiking, forest bathing, spa retreats or just some peace
- Small City Seeker – Travelling to smaller cities to avoid the crowds and experience somewhere more unique than the usual big hitters. Destinations throughout Europe have a variety of smaller cities that still offer activities, culture and experiences in spades, i.e. Girona instead of Barcelona, or Rimini instead of Rome.
- Multi-generational Holidays – family trips are extending into adulthood, with grandparents joining the party too
- More Adventure Maxing – Maximising long-weekend travel (2–3-day trips) around Europe by using fewer days of annual leave to see more places
- Jetflix and Chill – TV and film is inspiring all sorts of travel, ranging from true crime fans, cooking and foodie shows, documentaries and mythology, for a thematic experience
- Nostalgia Travelling – tapping into the trend of nostalgia, holidaymakers are revisiting locations from childhood to recreate cherished memories and connect with their personal history
- Trailblazer Travel – choosing adventurous destinations that no one you know has been to that still provide stunning landscapes and friendly prices e.g. Georgia, Slovenia, and Montenegro
- Gourmet Getaways – being inspired to visit destinations based on viral food trends and unique culinary experiences.
- Acti-vacation – choosing holidays and locations to participate in sporting events, such as marathons or bike races across Europe
- Month-long Escapes – retirees and those with flexible schedules are increasingly opting for month-long stays abroad to escape unfavourable weather
- Musical Missions – planning a holiday around following a favourite music artist on tour or attending an international music festival, so you can combine music and a trip abroad for the same price
The Future of British Travel
As the Great British Holiday Audit highlights, Brits are not just traveling more—they’re traveling smarter. By combining savvy planning, emerging technology, and a hunger for unique experiences, 2025 promises to be a transformative year for holidaymakers. Whether it’s exploring new countries, revisiting childhood memories, or embracing AI-powered itineraries, British travelers are redefining what it means to vacation.
So, why are Brits planning three vacations in 2025? The answer lies in their growing appetite for adventure, connection, and the pursuit of value-driven luxury.
Read the full Great British Holiday Audit.
