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Britons spend an average of £3051.90 on their main holiday and plan to take an average of three holidays next year, traveling to two new countries, according to a new comprehensive report on how Britons will holiday in 2025.
Using AI to plan travel itineraries, 'holiday hopping' to multiple destinations in one trip and 'country ticking' for globetrotting bragging rights are some of the newly emerging holiday trends identified in the study.
The new report, which was co-authored by a panel of travel experts, surveyed 2,000 British holidaymakers and the UK's largest airline easyJet and package holiday company EasyJet compiled holidays and explores where Brits travel, how they book. And the types of vacations and experiences they crave.
Information fromThe Great British Holiday Audit' It shows that a third (35%) of holidaymakers plan to spend more on holiday this year, while 82% of Brits said their first holiday priority in 2025 was to explore somewhere new..
Its main result'The Great British Holiday Audit'Disclosure:
Where Britons will travel:
Montenegro, Cape Verde and Slovenia emerged as some of the new alternative destinations Brits will travel to this year, with 63% keen to swap a traditional European holiday destination for something further afield such as Egypt, Tunisia or Turkey. They offer fantastic value.
The most popular type of holiday booking is the classic beach break (61%). Almost half of the country (47%) will opt for at least one city break in 2025, while another four in five (79%) will celebrate a holiday that embraces a natural phenomenon on Earth, such as the midnight sun in Norway. Summer and nature-focused escapes like the Northern Lights, or walks in the Dolomites.
Travelers plan to take advantage of the best available deals as early as possible, with 46% of Brits planning their trip 18 months in advance.
The new trends in how Britons will travel, identified by a panel of experts and the British public, dictate'Affordable luxury',Where travelers are swapping their 3-star Italy and Spain for 5-star resorts in Turkey and North Africa, spending the same money but targeting comparably priced destinations with slightly more luxury.
'Country Ticking'Also emerged as a new trend, With the rise of apps like 'been' showing up in every country you've been to. In 2025, holidaymakers are keen to score bragging rights on the number of countries they have visited, with plans to visit at least two new countries next year. More than half (53%) of Gen Z and Millennials always go to a new country when they go on vacation, compared to 17% of Boomers.
How Britons spend their holidays:
97% of those surveyed said holidays are more important to them than ever, so it's no surprise that a third (33%) of Brits plan to take more holidays than in 2024, lasting an average of three holidays in 2025. 12 days.
38% of family holidays will be planned by mums, a quarter (25%) by dads, and nearly three-quarters (72%) of Brits admit their children want to plan their holiday and where they go.
Hotels (51%) were overwhelmingly named as the top accommodation choice for Britons, with almost two-thirds (63%) considering booking a budget friendly destination such as Turkey or Tunisia, rather than staying at a higher rated hotel.
When it comes to package deals, all-inclusive trips will be the choice for Brits, with more than half (56%) of booking data going on beach breaks. Four in five (81%) Brits would prefer to stay in an all-inclusive hotel for a month in winter if it's cheaper than staying at home.
'Multi-Generational Holidays' A key trend has emerged, with family vacations lasting longer than ever, as 97% of parents want to continue traveling with their kids after they leave. 30% of families are planning multi-generational vacations in 2025, with 80% of vacations designed to appeal to all family members moving together.
a rise' holiday hopping' Almost two-thirds (62%) of Britons plan to take this approach over the holidays, experts predict By looking at trends People travel from city to city to see as much of an area or country as possible. For example, fly into Rome and out of Pisa to maximize sightseeing across Rome, Florence and Pisa, with a bit of Tuscany on the way.
Also indicates travel trends'AI-Tenary Planning', with 41% of Brits plan to use AI to help them plan their holiday itineraries, minus hours of research.
What Britons do on holiday:
Public passion will drive Britons' holiday choices, with more than a third (38%) of those taking part in sporting pursuits opting for holidays where they can run, cycle and hike. In fact, avid runners are flocking to European cities like Paris, Amsterdam and Berlin to run marathon-style events. This trend is particularly popular among younger vacation makers, with two-thirds of Gen Z and millennials (65%) basing their vacations on sporting pursuits, and 73% of Gen Z planning vacations for their hobbies.
Two-thirds of Britons (66%) would consider following suit'Musical Mission' Following their favorite work around the continent. Among the stars touring in 2025 are Bruce Springsteen, James Blunt, Billie Eilish, Dua Lipa, who will want to follow on from the Eras Tour, which is taking European destinations by storm.
'Jetflix and Chill' More than half (55%) are on the cards for holidaymakers, rising to four-fifths (81%) of Gen Z choosing their experiences and destinations inspired by their favorite TV streaming shows. From Stanley Tucci Exploring Italy, true crime fans, holidaymakers explore the backgrounds, locations and culture of their favorite shows and documentaries.
'Nostalgia Trip'- More than half of Britons surveyed (51%) said they had reconsidered childhood holiday destinations as a holiday, and 73% would consider doing so in 2025.
EasyJet CEO Kenton Jarvis said: “This year marks 30 years since easyJet came on the scene to democratize travel and since then we've seen a lot change in the way people holiday.
“We're always responding to new trends to ensure our customers are looking for what they're looking for, many of which are uncovered in our new travel reports also come through customer behaviour.
“And we've launched more than 40 new routes from the UK to help customers discover new destinations with more flights and more value luxury offers.
“Finally, we know how much people value their holidays and it's clear that they are not just a priority but a necessity for many”.
EasyJet Holidays CEO Gary Wilsonsaid: “As one of the UK's leading holiday providers, we aim to make it easy for customers to enjoy brilliant beach holidays and city breaks at unbeatable prices. We work hard to ensure we offer the best holidays and meet the needs of our customers, whether they want to fly and flop, discover a new city, travel alone or with extended family, so we look to the best 2025 Delightful trends, evidenced by our Great British Holiday audit, mean we will continue to deliver for our customers in 2025 and beyond'.
The top 15 travel trends emerging from the 'Great British Holiday Audit of easyJet and easyJet holidays' are:
- Luxury at a low cost– Travelers looking for low-cost luxury experiences choose great value destinations with 5* quality
- AI-ternary planning– Uses new AI tools to create highly personalized travel itineraries and save research time
- Country ticking– Inspired by the likes of apps like 'been', as well as the general intrigue of exploring new destinations and countries, bragging rights by clocking new countries every year and more stamps in your passport.
- Holiday hopping –Travelers are maximizing their vacations by flying between cities and cities to explore multiple destinations within a country or region.
- Self-care travel– Traveling for relaxation and daily escapes, to unwind and help your mental health, whether it's hiking, forest bathing, spa retreats or just a bit of peace
- Small Town Finder –Travel to smaller towns to avoid the crowds and experience somewhere more unique than the usual big hitters. Destinations across Europe have a variety of smaller cities that still offer activities, culture and experiences in spades, such as Girona instead of Barcelona, or Rimini instead of Rome..
- A multi-generational holiday– Family travel is becoming an adult, with grandparents joining the party
- More adventure maxing out– Maximizing long-weekend trips (2-3-day trips) around Europe using fewer days of annual leave to see more places
- Jetflix and chill– TV and film are inspiring all kinds of travel, from true crime buffs, cooking and food shows, documentaries and mythology for a thematic experience.
- Nostalgia trip– Tapping into the nostalgia trend, holidaymakers are revisiting locations to recreate cherished memories from childhood and connect with their personal histories.
- Trailblazer Travel– Choosing adventure destinations that no one knows yet offer stunning scenery and friendly prices, such as Georgia, Slovenia and Montenegro
- Gourmet Getaways– Being inspired to visit destinations based on viral food trends and unique culinary experiences.
- Active Holidays –Choosing holidays and locations to participate in sporting events such as marathons or bike races across Europe
- A month-long escape– Retirees and those with flexible schedules are increasingly opting for month-long stays abroad to escape inclement weather.r
- Musical Mission– Planning a vacation around following a favorite music artist on tour or attending an international music festival, so you can combine music and travel abroad for the same price.
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