Brits remain determined to take holidays despite ongoing financial pressures, with almost two-thirds willing to sacrifice everyday treats to save for their next trip, according to new research commissioned by Ambassador Cruise Line.
The survey of 2,043 UK adults found that 65% would cut back on non-essential spending such as eating out, hobbies and trips to the cinema in order to afford a holiday, highlighting the continued importance of travel even as households face rising living costs and economic uncertainty.
While demand for holidays remains strong, affordability is playing an increasingly significant role in booking decisions.
More than half of respondents (51%) said the cost of a destination is one of the biggest influences when choosing where to travel, with flight prices cited by 38% as the biggest obstacle to booking a holiday in 2026. Accommodation costs followed closely behind, with 31% identifying hotel prices as a major barrier.
Value For Money Driving Holiday Choices
The research suggests that getting the best possible value has become the UK’s top purchasing priority. Half of those surveyed (50%) said value for money is the most important factor when making purchases, favouring holidays that include accommodation, meals and entertainment, or those offering discounts and added extras.
Despite increasing attention on environmental sustainability across the travel industry, relatively few consumers appear to be making travel decisions based on environmental concerns. Just 8% of respondents said a holiday’s environmental impact influences their choice of destination or holiday type, making it one of the least significant considerations across every age group surveyed.
Even with continued geopolitical uncertainty and cost of living pressures, three-quarters of respondents said they intend to book their next holiday rather than delaying plans to see how conditions develop.
Older travellers appeared particularly confident. Around 30% of those aged 55 and over said they have already booked their next holiday, demonstrating a willingness to continue travelling regardless of wider economic or global events.
The research also highlighted notable differences between age groups when it comes to perceived travel barriers. Only 4% of those aged 55 and above said language differences discourage them from booking overseas holidays, compared with 15% of 18 to 24-year-olds, suggesting younger travellers are significantly less confident about navigating foreign languages.
Younger Travellers Influenced By Heatwaves And Social Media
With the UK experiencing its third heatwave of the summer, younger adults were found to be far more likely to change their holiday plans because of rising temperatures.
Among respondents aged 18 to 24, 35% said recent hot weather had influenced their travel plans, while 41% said they were considering a “coolcation” in destinations with milder climates, such as Norther
Leave a Reply