LONDON, UK, May 15, 2025 – More than half of Brits (53%) are set to travel more this summer than last, with four in five (85%) planning a holiday over the next three months, and Gen Z and millennials most likely to travel.

Despite strong demand for travel, cost is still top of mind for Brits, with affordability the number one  factor when planning a trip (61%).  Price is more influential for travellers (41%) than work schedules (39%) and school holidays (39%), yet more than two thirds (63%) still intend to travel as planned with 59% set to spend more this year than last. 

Where’s Trending

Over one third of Brits (37%) are planning to visit a new destination this summer, with Gen Z most likely to travel somewhere new. This year’s trending destinations list is dominated by coastal towns, making up more than half of the fastest growing domestic destinations list. The village of Seaview, on the Isle of Wight comes out top, followed by Ingoldmells, Lincolnshire at No. 2 and Bamburgh, Northumberland at No. 3. 

Around one third (30%) of Brits are planning long-haul travel this summer, with destinations like Thailand, Tanzania and Brazil trending. Guzeloba, Türkiye is the No. 1 fastest growing destination, followed by Kendwa, Zanzibar Island, at No. 2 and Kata Beach, Phuket, at No. 3. 

Paris is the international favourite amongst British travellers this summer, followed by Benidorm, Spain at No. 2 and Rome at No. 3. 

Holiday Highlights 

Almost all Brits (90%) said tours and experiences are an important part of their travel budget when planning a summer holiday, with more than half (57%) booking 3-5 activities for their upcoming trip. Cultural & Theme tours are the most popular experience category this summer, followed by Outdoor Activities ,and Cruises & Sailing tours. 

“Summer travel is all about making memories with friends, family and loved ones – and planning those special trips is a highlight of the year for so many travellers,” said Aarushi, Associate Director of Research & Insights at Tripadvisor. “Whether it’s exploring the unique cultural sights of a new country, playing and relaxing on a beach, or booking an outing like a guided tour or boat ride, taking advantage of local experiences while traveling helps make memories that will last a lifetime. Tripadvisor reviews can help guide travellers to find the best of the best experiences to round out their trip.” 

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Methodology 

The data cited in this release was gathered and analyzed from two key sources:

• A Tripadvisor Consumer Sentiment Survey, based on data drawn from an online survey of over 2,800 consumers, in partnership with Qualtrics, conducted between March 26, 2025 and April 8, 2025 across six countries, including Australia, France, Japan, Singapore, U.K. & U.S.
• Site behavioral data sourced from first party traffic data on the Tripadvisor platform for searches made by travelers in the U.S., U.K. and Japan between February 1  - April 10, 2025 for travel between June 1 - August 31, 2025. 

About Tripadvisor
Tripadvisor, the world's largest travel guidance platform*, helps millions of people each month** become better travelers, from planning to booking to taking a trip. Travelers across the globe use Tripadvisor's website and app to discover where to stay, what to do and where to eat based on guidance from those who have been there before. With more than a billion reviews and contributions, travelers turn to Tripadvisor to find deals on accommodations, book experiences, reserve tables at delicious restaurants and discover great places nearby.

Tripadvisor LLC is a wholly owned subsidiary of Tripadvisor, Inc. (Nasdaq: TRIP). The subsidiaries of Tripadvisor, Inc. own and operate a portfolio of travel media brands and businesses, operating under various websites and apps.

* Source: SimilarWeb, unique users de-duplicated monthly, May 2025

** Source: Tripadvisor internal log files

SOURCE Tripadvisor

For further information: emeapressofficec@tripadvisor.com