A recent report reveals that in 2025, British holidaymakers are set to take an average of three vacations, with each trip costing around £3,051.90. The study, commissioned by easyJet and easyJet holidays, surveyed 2,000 Brits and highlights several emerging trends in travel, from AI-driven itinerary planning to “country ticking” for bragging rights.
The “Great British Holiday Audit” identifies an increased focus on exploring new destinations, with Montenegro, Cape Verde, and Slovenia emerging as popular alternatives to traditional European hotspots. Notably, 82% of Britons are keen to swap their usual European holidays for more adventurous locations like Egypt, Tunisia, and Turkey, which offer great value for money.
According to the report, 82% of Brits are prioritizing novelty, with 35% planning to spend more on holidays in 2025. The rise of “Low-Cost Luxe” is also gaining traction, as travellers aim for luxury experiences at affordable prices, swapping 3-star resorts for 5-star accommodations in regions such as North Africa.
The study also reveals a new enthusiasm for “holiday hopping,” where travellers opt to fly into one city and out of another to explore multiple destinations in a single trip. For example, a traveller might fly into Rome and out of Pisa, making the most of sightseeing opportunities across several cities in Italy.
Notably, a growing number of holidaymakers are using AI to plan their trips, with 41% of Brits relying on technology to craft their itineraries and save time on research. Family holidays are also evolving, with 30% of families planning multi-generational vacations, while 97% of parents intend to travel with their children well into adulthood.
Beyond the traditional beach breaks, more than half of Brits are seeking experiences that match their passions. Over 38% of active travellers are choosing destinations based on their sporting interests, from marathons in European cities to hiking trips in scenic locations like the Dolomites. Additionally, the trend of “Jetflix and Chill” is taking hold, with 55% of Brits planning holidays inspired by their favorite TV shows and documentaries.
Holly Rubenstein, co-author of the report, noted that the findings reflect a shift in how people view holidays. “People are more committed than ever to discovering new places and experiences. They want to make the most of every moment of their annual leave,” she said.
For 2025, holidaymakers are expected to embrace a variety of unique travel experiences, with some of the top trends including:
Low-Cost Luxe: Seeking luxury at reduced costs in destinations offering 5-star quality.
AI-tinerary Planning: Using AI tools to create personalized travel plans.
Country Ticking: Aiming to visit new countries for bragging rights and to fill up passports.
Holiday Hopping: Traveling between multiple destinations within one region.
Self-Care Journeys: Focusing on relaxation and mental well-being.
Small City Seeker: Exploring less crowded, smaller cities for a more unique experience.
Multi-Generational Holidays: Family trips extending to include grandparents and adult children.
Adventure Maxing: Short, action-packed trips to maximize time off.
Jetflix and Chill: Choosing travel destinations inspired by favorite TV shows.
Nostalgia Traveling: Revisiting childhood holiday spots for a nostalgic experience.
Trailblazer Travel: Visiting lesser-known, off-the-beaten-path destinations.
Gourmet Getaways: Traveling based on culinary trends and food experiences.
Acti-vacation: Participating in sports events during holidays.
Month-long Escapes: Extended stays for those with flexible schedules.
Musical Missions: Traveling to follow music tours or attend international festivals.
As the travel industry adapts to these shifting preferences, easyJet CEO Kenton Jarvis emphasized the airline’s commitment to offering customers access to new destinations and affordable luxury. “We are responding to the trends uncovered in our report by launching new routes to cater to this evolving demand,” he said.
These insights demonstrate how holidays are no longer just about relaxation, but about new experiences, connections, and creating lasting memories. Whether it’s through technology, sport, or nostalgia, 2025 promises to be an exciting year for British travellers.
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