Britons on the move: A look at the 2024's top travel trends

Despite rising cost of living, more Britons went on holiday in 2023 than in 2022. What’s more, less than a tenth said they are likely to shrink their travel budget in the face of such pressures (8%).

Diving deep into Britons' travel behaviour over the past two years, YouGov's latest report into travel in the UK offers marketers and brands further insights into the trends likely to shape British travel in 2024.

Here are some of the key findings of YouGov’s “UK travel trends 2024” report:

• A majority of Britons intending to travel in 2024 plan to take a domestic holiday, and more than half anticipate taking between two to four trips (57%).
• Nearly half of Britons typically enjoy city breaks (48%) and trips that combine sightseeing and relaxing (47%).
• Online searches, blogs, social media, travel and hotel websites are top resources used by Brits when planning a holiday and booking accommodations.

What kind of holidays are Brits likely to take in 2024?

Among those who intend to take a trip in the next 12 months, three-quarters of this group plan to take a domestic holiday (75%) followed by two-thirds who plan to take an international holiday (66%).

City breaks (48%) and trips that combine sightseeing and relaxing (47%) are the top two types of holidays this group of Britons is typically likely to take.

A third of respondents say they typically take cultural or historical holidays (32%) followed by just about a fifth who to take physically active holidays (21%).

Holidays aboard cruises (9%) round out the list of the top 10 types of holidays this group of Britons is most likely to go on.

How are Brits most likely to plan their holidays in 2024?

A look at Britons who intend to travel in 2024 reveals online resources as the top choice amongst British travellers when it comes to planning their holidays.

More than half of Brits who intend to travel in 2024 are most likely to use online searches to plan a holiday (57%).

One out of four rely on information from specialised travel websites (23%) followed by 18% who generally take the help of travel blogs and social media platforms to plan their holidays.

How are Britons most likely to book travel accommodations in 2024?

Much like with holiday planning, the internet is a top resource when it comes to booking holiday accommodations for Britons intending to take a domestic or international trip in 2024.

Half of this group of respondents say they typically book their travel stay via online accommodation websites (50%) followed by more than a third who say they do so directly on official hotel websites (37%).

Near equal shares of respondents are most likely to book travel accommodations via online portals that offer multiple travel products and online tour operators (32% for both).

Want to know more about the type of accommodations Britons are most likely to stay in and more trending travel insights for 2024?

Download YouGov’s UK travel trends 2024 report to find out.

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