For the most up-to-date market research on the UK holiday industry, take a look at Mintel’s newly published UK Holiday Industry Review 2025
Topics Analysed in this Report
- How the rising cost of living is impacting the performance of the domestic and overseas holiday markets.
- Holiday market trends in bookings and intention to book.
- How consumers’ holidaying behaviour is likely to change in 2024, compared to recent years.
- Which holiday types and destinations show growth potential.
- Reasons behind consumers taking or not taking holidays.
- 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.
UK Holiday Market Overview
The overseas holiday market is benefiting more than the domestic holiday market due to the continued increase in consumers’ financial confidence and how holidaying abroad remains a key priority for the majority of Brits.
Nevertheless, holidays have become more expensive and inflation is likely to remain relatively high for some time to come. Mintel’s holiday market research reveals that as such, extra overseas ‘top-up’ breaks will be sacrificed by many, as travellers continue to prioritise their main summer holiday.
- Holiday market size: Mintel forecasts that the overseas holiday market rose to £48 billion in 2023.
Holiday Market Trends, Challenges and Opportunities
Rise of the multi-generational holiday
The lockdown restrictions meant that many families spent more time together over the past couple of years compared to before the pandemic. Many are eager to continue this trend, with interest in family holidays increasing pointing to the rising trend of multi-generational holidays.
Recommendation for less-touristy places
With the issue of overtourism becoming more prominent in the media – often focusing on locals’ complaints and disgruntles with large numbers of tourists descending on a destination in such a short amount of time – Mintel’s holiday market research reveals that tourists are increasingly keen to book holidays in less-known and quieter destinations.
- UK holiday industry trends: 66% of travellers would be interested in travel companies suggesting quieter alternatives to tourist hotspots.
Purchase our UK Holiday Review Market Report to receive a five-year forecast, consumer behaviour analysis, and recommendations for market opportunities. Readers of this report may also be interested in our UK Wellness Traveller Market Report, or our range Holidays and Travel Market Research.
Brands Featured in the Full Report
EasyJet, TUI, Jet2Holidays, Contiki, Visit Britian, and more.
Expert Insights from a Travel & Leisure Analyst
This report, written by Jennie Bryans, a leading research analyst, delivers in-depth commentary and analysis to highlight UK holiday market trends and add expert context to the numbers.
Holidays remain a priority for consumers and many are eager to upgrade their trips in search of convenience, high quality experiences or to mark special occasions.
Jennie Bryans
Travel & Leisure Analyst
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Executive Summary
- Opportunities for the UK travel market
- Multi-generational holidays a key trend in 2024
- Increase in wildfires and heatwaves leads to a change in booking behaviour
- Recommendations for less-touristy destinations appreciated
- Market dynamics and outlook
- The five-year outlook for the UK travel market
- Market value forecast for domestic tourism, 2018-28
- Market value forecast for overseas tourism, 2018-28
- Extreme weather patterns continue to impact holiday behaviour
- What consumers want and why
- Holiday participation fully returns to pre-pandemic levels
- Over half of consumers intend to travel overseas in the next year
- City breaks remain most desired holiday type in the UK
- Multi-generational holidays a rising trend
- Spending quality time with family and friends comes out on top
- Three-quarters of Gen Zs say social media influences their holiday ideas
- Innovation and marketing
- easyJet holidays launches ‘Grans Go Free’ deal
- TUI and British Airways offer British Sign Language interpretation
- Visit Britain collaborating with the British Film Commission following a rise in ‘set-jetting’
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Market Dynamics
- Market size – domestic holidays
- Market size – overseas holidays
- Market forecast – domestic holidays
- Market forecast – overseas holidays
- Macro-economic factors
- Inflation is still the key factor affecting consumers’ finances, while interest rates will rise in importance
- Holiday bookings and booking intentions
- Social, environmental and legal factors
- Final COVID-19 travel restrictions lifted on long-haul destinations
- Extreme weather patterns continue to impact holiday behaviour
- More workers in pursuit of the digital nomad lifestyle
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What Consumers Want and Why
- Holiday destinations – visited
- Holiday participation fully returns to pre-pandemic levels
- Domestic tourism remains a popular option among Brits
- Despite participation levels being down for overseas holidays, average spend reaches record high
- Participation in visiting overseas destinations recovering towards pre-pandemic levels
- Scottish holiday participation reaches five-year high
- Holiday destinations – future intentions
- Intentions to head away overseas reach a four-year high
- Over half of consumers intend to travel overseas in the next year
- Demand for short-haul travel remains strong
- Opportunity for France to boost holiday numbers
- Short-haul destinations continue to appeal to families
- Holiday types – participation vs future intentions
- City breaks remain most desired holiday type in the UK
- Opportunity to promote family-friendly UK cruises
- Domestic cultural sightseeing coach tours appeal to all generations
- Overseas summer beach holidays remain a firm favourite
- Multi-generational holidays a rising trend
- Rural and countryside holidays continue to appeal
- Reasons for taking a holiday
- Spending quality time with family and friends comes out on top
- Quality time with loved ones is considered a priority
- Older travellers keen for relaxing, sunny holidays…
- …whilst younger travellers interested in keeping physically healthy and learning new skills
- Reasons for not taking an overseas holiday
- Cost is the main barrier for two-fifths of travellers
- Brands should focus on promoting affordable domestic tourism for younger travellers
- Nearly one-fifth of parents say they find travelling abroad with children too difficult
- Wildfires and heatwaves lead to a change in consumer booking patterns
- Holiday behaviours
- Quality remains paramount for travellers
- Quality considered more important than cost
- Two-thirds would be interested in exploring less touristy destinations
- Brands have a long road ahead when it comes to sustainable travel
- ‘Workations’ appeal skewed towards younger men
- Young men most interested in ‘workcations’
- Opportunity for brands to cater towards beach and city ‘workcations’
- Three-quarters of Gen Zs say social media influences their holiday ideas
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Innovation And Marketing Trends
- Launch activity and innovation
- easyJet holidays launches 60 holidays for £99
- easyJet holidays launches ‘Grans Go Free’ deal
- TUI expands into Kenya for its latest long-haul destination
- TUI and British Airways offer British Sign Language interpretation
- Jet2holidays launches ‘Certified Sustainable Hotels’ labelling scheme
- Contiki launches new Vegan Food Europe Explorer
- Visit Britain collaborating with the British Film Commission following a rise in ‘set-jetting’
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Appendix
- Market forecast data and methodology
- Report scope and definitions
- Methodology
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