• 74% of consumers say the impact of Brexit won’t alter their summer holiday plans
  • 23% of holidaymakers using voucher or deal websites to source the best online deal
  • Over 50% of holidaymakers book a trip based on the lowest price
  • 1 in 5 Brits have used a voucher code app or website to get a discount on travel 

As the holiday season approaches, new research from, part of RetailMeNot, reveals that 26 million Brits are set to head off on a summer getaway this year, spending an average of £1,253 per person, per trip. This figure considers all the associated costs, including travel, accommodation and food and drink. This is an increase on the 21.9 million holidaymakers who went away last year, shelling out an average of £1,315 on their travels.

Brexit Uncertainty?

Despite concerns around Brexit, it appears travel is something Brits remain committed to spending their money on – with 74% of consumers confirming that their travel plans will not be altered this year considering Article 50 and ongoing political uncertainty.

Nearly one third (28 per cent) of UK adults are opting to go on a staycation in the UK this year, spending a total of £667, with more over 55’s planning a trip on home turf than any other age group. Interestingly, the research found that UK country escape staycations were netting a higher average spend than a city break abroad, with an average of £301.45 spent in the country, as opposed to £292.66 abroad – great news for UK travel providers and local businesses alike.

Meanwhile, over one quarter (26 per cent) of holidaymakers are planning a beach holiday abroad, setting aside an average outlay of £1,348. Families with children are the most likely to hit the beach, with over one third (35 per cent) planning an overseas beach holiday, however it seems those with children under four prefer to stay home and avoid the travel hassle, with four in 10 (42 per cent) settling for a UK trip.

The soaring popularity of city break destinations including Barcelona and Copenhagen is evident, with over one in ten (13 per cent) will be going on a city break abroad this year, spending an average of £1,167. Shorter trips appear to be a popular choice for students and younger Brits, with more 18 to 24 year olds planning a city break than any other age group in the UK. 

Motivated by money

It appears Brits are primarily driven by price when deciding where to go on holiday, with one quarter (25 per cent) revealing the cost of a trip to be the most important factor when choosing a suitable destination, followed by the locations’ cultural offering (20 per cent) and the quality of accommodation (18 per cent).

The study also revealed nearly three in 10 UK adults (28 per cent) have gone away for an odd length of time (e.g. six or 13 days) to avoid pricey airfares, while more than one in 10 (11 per cent) have booked indirect flights with long stopovers to help save money on their holiday. Meanwhile, nearly one in five savvy spenders (18 per cent) reveal they have used voucher code apps or websites to get a discount on their travel or accommodation.

Students and young professionals were found to be the savviest of all holiday-goers, with more 18 to 34 year olds taking steps to reduce the overall cost of their summer getaway, while the older generation are more likely to throw caution to the wind, taking less measures than any other age group to bag a bargain on their trip. Regionally, city dwellers in London were found to be the savviest savers when it comes to saving money on their holidays, perhaps as a result of earnings going towards soaring property prices in the capital – while those in the West Midlands were found to be the least savvy.

The research also identified a rise in mobile browsing when booking holidays, as 28% of consumers have used a smartphone to book travel, demonstrating consumers’ growing confidence in making larger purchases via a mobile.

Top 10 Destinations for Brits to Visit This Summer

(Outside of the UK)

Average cost per person, per trip
1. Spain£1,326
2. France£1,243
3. Italy£1,585
4. Greece£1,325
5. United States£2,367

“This research reveals that over half of UK holidaymakers will book a holiday based on the lowest price, and almost a third will avoid higher airfares by opting for an unusual period of holiday or booking indirect flights. Consumers are willing to shop around and will really do their research to ensure they get the best possible deal.” said Paul Lewis, Senior Director of Marketing at “This insight demonstrates just how important it is for travel retailers to keep a close eye on competitor pricing, and ensure strategic promotions are in place in the run-up to the summer holiday period.”

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