"Travellers are becoming increasingly mindful of the effects of overtourism and are showing interest in exploring lesser-known destinations."
Paul Davies - Category Director, Technology and Consumer Leisure Habits
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Despite the rising cost of living, holidays remain a top priority for consumers. However, the focus has shifted from quantity to quality, with many opting for fewer trips than before. This shift highlights a strong desire to make each holiday truly memorable, creating an opportunity for travel companies to offer premium upgrades and luxurious experiences.
Mintel’s holiday industry market research found that over 40% of UK holidaymakers say that recent protests about overtourism have put them off visiting a destination. As travellers grow more aware of their environmental impact, many are turning to lesser-known regions that promise both authenticity and a more sustainable travel experience.
Meanwhile, extreme weather patterns, coupled with financial uncertainty, are driving more people to opt for last-minute holiday bookings. Brands have an opportunity to alert consumers to last-minute deals in locations where good weather is predicted for the coming period, or to fill vacancies when a late notice cancellation has happened.
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).
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