UK Holiday Industry Review 2026

UK Holiday Industry Trends

• 84% of UK consumers took a holiday in 2025, the highest level seen since before the pandemic. This milestone shows that travel has cemented itself as a non-negotiable spend for a wide range of UK households, even against a backdrop of sustained economic headwinds.
• The cost-of-living crisis is sharply segmenting the market. Households with healthy finances are increasing holiday budgets and seeking premium experiences, while lower-income groups remain price-sensitive and are often squeezed out of international travel. As the early post-pandemic travel boom begins to level off, brands must double down on segmentation and data-driven targeting, especially as affluent and cautious audiences diverge in destination and booking lead times.
• New white space in the market will provide the momentum for continued future growth, including interest in solo travel among seniors, extended holidays among younger demographics and holidays to undiscovered gems in the UK.

This Report Looks at the Following Areas:

• The performance of domestic versus overseas holidays, and rising demand for short-haul and city breaks
• Holiday spending, and how brands can leverage targeted offers and event-linked travel to trigger bookings and promote premiumisation
• How far in advance people book accommodation and transport for their holiday, and the importance of segmented pricing tailored to consumer behaviour
• Holiday companions, looking at opportunities in multigenerational and friend group travel
• How younger consumers are looking to extend holiday time, and the importance of travel agent support for complex and niche holiday types

Report Scope

This report examines the habits and attitudes of British adults aged 16 or over towards holiday-taking in the UK and abroad. For the purposes of this report, Mintel defined a holiday as a stay of at least one night that is primarily for leisure purposes. Business trips and visiting friends or relatives are not included.

Market size and forecast data refer to holidays taken within Great Britain, in line with the Great Britain Tourism Survey (GBTS).

Questions Answered in this Report

• What proportion of UK consumers took a holiday in 2025, and how does this compare to pre-pandemic levels?
• How has the cost-of-living crisis influenced holiday spending habits and market segmentation among UK consumers?
• What are the current and future trends in the value and volume of both domestic and overseas holidays in the UK?
• Which types of holidays (e.g., city breaks, beach holidays, cruises) are most popular among UK consumers for the coming year?
• What are UK consumers’ future intentions regarding domestic versus overseas travel, and how have these preferences shifted over time?
• How far in advance are UK consumers booking accommodation and transport for their main holidays?
• How does holiday spending vary according to household income in the UK?
• What emerging opportunities exist in the UK holiday market, such as interest in city breaks, solo travel for seniors, or visiting undiscovered domestic locations?
• How has the number of domestic and overseas holidays taken by UK residents changed from 2020 to 2025?
• What demographic and social shifts are expected to shape the UK holiday market in the coming years, and how should travel brands adapt to these changes?

*Note, the questions above are not an exhaustive list. Please refer to the report’s table of contents for a comprehensive overview of the report’s contents.