What drives UK holiday bookings in early 2025?
Travel companies ramp up advertising campaigns for the turn of the year, recognising this period as a prime time for travel. With enticing deals and promotions, early January often becomes a major selling season for the industry. Understanding traveller behaviour during this key period is crucial for shaping effective marketing and sales strategies.
With data from YouGov Surveys, this piece explores UK travellers’ appetite for holidays in early 2025, offering insights into what drives bookings, the challenges they face, and the types of experiences they seek—valuable information for travel and hospitality companies looking to optimise their offerings.
Why UK travellers book early in 2025
A significant number of UK adults are motivated to holiday early in the year for various reasons. Escaping the cold weather is a top priority for 18%, while another 18% want to relax and recharge after the busy Christmas season. Visiting friends or family motivates 16%, and 13% are eager to kickstart the year with a new experience. Celebrating a special occasion (11%) and taking advantage of New Year deals or discounts (10%) also rank among the reasons.
Key factors influencing early holiday decisions
Among those who plan to book a holiday in early 2025, cost and affordability stand out as the most important factor, influencing 64% of UK adults. Weather conditions at the destination and ease of travel, such as availability of direct flights or shorter travel times, tie at 45% each. The appeal or popularity of the destination influences 39%, while 33% consider their personal availability or work leave. Activities or experiences offered (24%) and recommendations from friends or family (19%) also play a role in shaping decisions.
UK travellers demonstrate a clear preference for certain holiday types in early 2025
Beach vacations are the most popular choice, with 25% of travellers seeking sun and sand. Cultural experiences, such as exploring historical sites or local traditions, appeal to 16%, while 15% favour city explorations. Nature and outdoors attract 13%, and 8% are interested in adventure or active holidays. Cruises (7%) and wellness retreats (4%) complete the list of desired travel experiences.
How UK travellers book holidays
When it comes to booking methods, UK travellers rely on a mix of modern technology and traditional options. The most popular method (51% of respondents) is to book directly through airline or hotel websites. However, closely followed behind is to use online travel agencies like Expedia or Booking.com (48%). Mobile apps, such as Airbnb or Hopper, are used by 28%, while slightly less than a quarter of respondents (24%) will use offline travel agents or agencies.
Barriers to early 2025 travel
While many are eager to plan trips, some UK adults face challenges that prevent them from booking holidays early in 2025. High costs deter 45%, while 30% cite work or personal commitments. Economic concerns, including inflation and interest rates, affect 21%, and 13% are hesitant due to health concerns related to travel. Travel disruptions or cancellations (7%), difficulties coordinating with family or friends (6%), and a lack of appealing destinations or offers (5%) also contribute to the hesitation.
Among those booking holidays, travel expenses remain a significant concern. Accommodation prices are challenging for 56%, followed closely by flight or transportation costs (51%). The cost of food and activities at destinations presents difficulties for 35%, and currency exchange rates are a concern for 17%.
Encouraging more bookings in early 2025
Certain factors could help increase early holiday bookings among UK adults. Attractive discounts or special offers are the most effective, appealing to 45%. Package deals bundling travel and accommodation influence 27%, while 22% value flexible cancellation policies. Financing or payment plan options (15%), rewards or loyalty points (14%), and increased safety measures at destinations (10%) also encourage bookings.
Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 4-5 December 2024, with a nationally representative sample of 2,215 adults in the United Kingdom (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, social grade and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.
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