More than three-quarters of British holidaymakers hope to book outside the peak summer with many exploring the two to three month shoulder seasons to secure better value and avoid crowds of tourists.
However, Britons are looking to go on an average of five holidays next year, according to a global travel report by Marriott International.
Thirty-six per cent of those surveyed plan to take more trips in 2025 than this year, with the appetite for travel particularly high among those aged 25 to 34, while more than two-fifths expect to maintain their present travel levels.
How holidaymakers choose and get to their destination is also shifting, with 43% opting for eco-friendly travel alternatives such as trains, cars and other forms of public transport, instead of flying, while more than a third of people now look at the sustainability credentials of their accommodation.
The role of technology in planning trips is also growing, with 30% of respondents saying they use artificial intelligence-powered tools to organise holidays, up from 19% who said they used them this year.
The trends emerged in a global survey of 21,374 adults in 10 markets across Europe, Africa and the Middle East, including more than 2,000 travellers in the UK reported by The Times.
The average number of holidays people plan to take next year across all markets is five, comprising two short-haul trips, one long-haul holiday and two domestic breaks.
The findings show an increase in the number of Britons willing to push their boundaries and try new experiences. Marriott said there has been a significant rise in the popularity of so-called ‘bravecations’ – travellers being more likely to try things they would not at home.
Some 62% of respondents said they are willing to embrace bold pursuits such as tasting exotic foods, engaging in adrenaline-filled activities including zip-lining, climbing to scenic viewpoints and connecting with locals through conversations. The figure rose to 82% among 25 to 34-year-olds.
About two-fifths of travellers in the 25 to 34 age range are planning journeys to explore their ancestry, with almost half motivated by the opportunity to discover their origins and visit ancestral homes, while 29% want to reconnect with long-lost relatives.
Marriott EMEA chief sales and marketing officer Phil Andreaopoulos said the continued focus on travel plans for next year “signals a bright future for the travel industry” with the research indicating that travel is significant “across all generations, price points and markets”.
“We are seeing a desire for travel to broaden horizons and forge connections as travellers seek out more meaningful, culturally immersive experiences while balancing this with sustainability,” he added.
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