EasyJet holidays’ survey of 2,000 British holidaymakers found that despite the ongoing tough economic picture, holidays continue to be considered an essential spending priority, with a third of respondents stating they plan to go on more trips this year than they did last year.
According to the data, Brits will take an average of three holidays this year, visiting at least two countries and spending around £3,000 on their main getaway. However, they are also keen to get the best possible deal, with some planning their trips up to 18 months in advance to secure the best prices. More than half said they would look to travel all-inclusive.
In addition, four in five respondents said they would consider a month in an all-inclusive resort during the winter if it proved cheaper than staying at home.
One principal finding was people’s willingness to forego holidays in typically pricier traditional or well-established destinations where their budget may only stretch to three-start accommodation in favour of a five-star stay in a more affordable destination like Turkey or North Africa, or other Mediterranean options.
"The trading up from three-star locations in traditional European hotspots to five-star resorts in Turkey, Morocco and Cyprus is evidence Brits are looking for luxury for less,” said easyJet holidays boss Garry Wilson.
Other key trends include an increase in demand for multi-generational holidays, with 97% of parents wanting to continue holidaying with their children even after they have left home, while more people said they intend to use AI to help them plan their itineraries to save time.
EasyJet said Brits’ holiday choices were now, more than ever, being influenced by their passions, highlighted in the rise in so-called "acti-vacations" where people choose their dates and destination based on sporting events like marathons, or take "musical missions" where they travel to see a particular artist or follow them on tour.
More than 80% of Generation Z respondents say they would fly short-haul to see their favourite DJ or singer, with a similar proportion of the same cohort keen to travel to see where their favourite shows have been filmed – "Jetflix and chilling", as easyJet puts it.
"We are always responding to new trends to ensure we offer what our customers are looking for, with many of those uncovered in our new travel report also coming through in customer behaviour,” added easyJet chief executive Kenton Jarvis.
“Ultimately, we know how much people value their holidays and it is clear that they are considered not just a priority but essential to so many."
