Brits say holidays are more important than ever before, and many plan to take more trips in 2025 than last year, new research shows.
The Great British Holiday Audit, compiled by easyJet and easyJet holidays among 2,000 British holidaymakers, reveals 97% say holidays are now more important than they were before.
One third (33%) plan to take more holidays than in 2024, averaging three vacations in 2025, with the typical break lasting 12 days. On average, they intend to visit two new countries.
Average spend on Brits’ main holiday this year will be £3,052, with 35% saying they plan to spend more this year, and 82% saying exploring somewhere new was their number one holiday priority in 2025.
The most popular type of holiday remains the beach break (61%), with 47% opting for at least one city break in 2025, and four in five (79%) taking in nature or natural phenomena, such as the Northern Lights or walking in the Dolomites. All-inclusive remains the most popular type of beach holiday, while 30% of families plan multi-generational holidays in 2025 and 41% are using AI to help research their holidays.
On in four (38%) of family holidays will be planned by mum, a quarter (25%) by dad, while nearly three-quarters (72%) of Brits say their children’s wishes will shape their holiday plans.
Montenegro, Cape Verde and Slovenia have emerged as some of the new alternative destinations that Brits will be travelling to this year, while 63% would be interested to swap a traditional European holiday destination for something further afield that offered good value, such as Egypt, Tunisia or Turkey.
EasyJet CEO Kenton Jarvis said: “We are always responding to new trends to ensure we offer what our customers are looking for, with many of those uncovered in our new travel report also coming through in customer behaviour.
“Ultimately, we know how much people value their holidays and it is clear that they are considered not just a priority but essential to so many.”
Top 10 travel trends identified in the Great British Holiday Audit:
Low-cost Luxe – travellers seeking luxury experiences at reduced costs by choosing great value destinations with five-star quality
AI-tinerary Planning – using new AI tools to create highly personalised travel itineraries, and saving research time
Country Ticking – scoring bragging rights by clocking up new countries each year and adding more stamps to passports
Holiday Hopping – flying into one city and out of another to explore multiple destinations
Self-Care journeys – travelling to switch off, such as hiking or a spa retreat
Small City Seeker – travelling to smaller cities to avoid the crowds
Multi-generational Holidays
More Adventure Maxing – Maximising long-weekend travel around Europe by using fewer days of annual leave to see more places
Jetflix and Chill – travelling based on TV and film inspiration
Nostalgia Travelling – revisiting locations from childhood
