Top destinations and vacation types for high-income travellers in Britain
Higher income individuals represent a dynamic segment within the luxury travel market, balancing indulgence with practicality. How often they travel, their preferred destinations, and the types of holidays they choose provide valuable insights into the evolving landscape of premium travel experiences. Recent data from YouGov Profiles offers a detailed look into their behaviours and preferences, painting a nuanced picture of this influential demographic.
Travel frequency
According to the data, 46% of high-income respondents take two to three trips annually, making this the most common travel frequency. An additional 14% report travelling four to five times a year, while 9% exceed five annual trips. Conversely, 18% take only one trip annually and 12% travel less than once per year, indicating a smaller cohort with limited leisure travel engagement.
Accommodation and flight choices
The preference for luxury accommodations is evident but not universal among the high-income group. Approximately two fifths of respondents (41%) say they book luxury accommodation, when possible, reflecting a significant inclination toward premium stays. However, a sizable 26% remain neutral, and 31% disagree, suggesting that considerations beyond luxury—such as cost, convenience, or unique experiences—also play a role in accommodation decisions.
While a plurality of respondents would pick a luxury accommodation, a majority are cost-conscious when it comes to flight preferences. Roughly half of respondents from the high-income bracket (53%) say they usually book budget flights, compared to 17% who disagree. This finding indicates a pragmatic approach, where consumers may allocate more of their budget to on-the-ground experiences while economising on travel logistics.
Types of holidays
When it comes to vacation types, high income individuals exhibit a blend of interests that span relaxation, cultural exploration and adventure. City breaks are the most popular, with 45% of respondents planning or having recently taken such trips. Close behind are beach vacations, favoured by 44% and underscoring the timeless appeal of seaside getaways.
Sightseeing vacations (25%) and visits to family and friends (24%) highlight a balance between cultural enrichment and personal connections. Meanwhile, 20% opt for walking or hiking holidays, and 15% choose cruises.
A niche proportion pursue camping or caravanning (11%), sports vacations (9%), spa and wellness retreats (9%), and resort-based vacations (9%). Additionally, unique options such as shopping vacations (6%), boating or sailing trips (5%), and safaris (5%) demonstrate a curiosity for diverse experiences.
Destination preferences
Among the top three destinations where these individuals would like to spend their holiday in the next 12 months, Europe dominates the travel plans. More than half of the respondents (53%) plan to visit mainland Europe (excluding the UK, Benelux, and Nordic countries). Around a third of respondents (36%) express interest in domestic destinations, showcasing an appreciation for travel within UK.
Beyond Europe, United States is a key destination, attracting 16% of respondents seeking transatlantic adventures.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative of the population and weighted by age, gender, education, region, and race. Learn more about Profiles.
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