The United Kingdom is one of the world’s largest outbound travel markets, with 86.2 million international trips taken in 2023. UK travellers are known for their dual approach of booking both last-minute deals and well-planned holidays. Their choices are shaped by value, convenience, and cultural familiarity, particularly within Europe.
According to Garry Wilson, CEO of easyJet holidays, winter bookings rose by 25% in the past year, with Egypt and Tunisia emerging as strong destinations for value-seeking UK travellers (Financial Times).
Similarly, Shaun Morton, CEO of On the Beach, reported that bookings to Morocco, Tunisia, and Egypt increased by 50% compared to the previous year, reflecting a shift toward affordable winter sun escapes (Financial Times).
In This Market Guide
Key Takeaways
High outbound volume: 86.2 million trips in 2023, with Spain, France, and Italy leading destinations.
Mixed booking behaviour: Packages remain mainstream (62% of outbound travellers book one), but DIY and OTA bookings are significant.
Emerging shifts: Strong growth in winter sun trips (Egypt, Tunisia, Morocco) and “destination dupes” such as Bosnia and Albania.
Overview
Over the past 50 years, UK travel has grown steadily, driven by charter flights, low-cost airlines, and rising household incomes. Domestic tourism is still strong, but international holidays are deeply embedded in British culture. Peak travel months remain tied to summer and school holidays, while the average trip duration is less consistently recorded.
Booking Behaviour
A majority of UK travellers continue to favour packages. In 2023, 62% booked a package holiday, with 56% selecting ready-made options. Roughly 38% engaged a travel professional, while the rest preferred direct booking or online platforms.
The most widely used platforms include Booking.com, Expedia, Lastminute.com, and On the Beach. Leading tour operators dominate package bookings, with Jet2holidays carrying 6.7 million passengers, followed by TUI UK with 5.9 million, Loveholidays with 2.9 million, easyJet holidays with 2.3 million, and BA Holidays with 1 million.
Short-haul trips are often booked close to departure, while summer and long-haul trips are typically planned months in advance. Payment preferences are mostly credit cards, PayPal, and increasingly buy-now-pay-later services.
Travel Motivations
Leisure dominates, accounting for 55.5 million trips in 2023, followed by visiting friends and relatives, and 6.3 million business trips.
Young travellers (18–24) gravitate toward nightlife and city breaks, with the UAE and European capitals among their top picks. Families often favour packages and all-inclusive options, seeking value and convenience. Older age groups (55–75) lean toward specialist tours and more premium travel.
Compared globally, UK travellers tend to be more flexible than many European markets, more regional in focus than North Americans, and less luxury-oriented than Middle Eastern travellers.
Destination Preferences
The top ten outbound destinations in 2023 were:
- Spain – 17.8 million
- France – 9.2 million
- Italy – 4.9 million
- Greece – 4.1 million
- Portugal – 4.0 million
- USA – 3.9 million
- Republic of Ireland – 3.4 million
- Turkey – 3.2 million
- Poland – 2.8 million
- Netherlands – 2.7 million
In total, 77% of trips were to Europe, 5% to North America, and 17% to other regions. Domestic travel remains important, with seaside towns and countryside escapes playing a strong role.
Seasonal Patterns
Summer and school holidays drive peak travel, while off-peak travel increasingly favours winter sun destinations such as Egypt, Tunisia, Morocco, and the UAE. Campaigns offering late deals, flexible booking, and shoulder-season promotions resonate strongly with this market.
Transport & Accommodation
Air travel dominates, accounting for around 80% of outbound trips, with business passengers making up 25% of that total. Accommodation preferences are mixed: 37% opt for B&B stays, 35% book room-only hotels, and 32% choose all-inclusive resorts, particularly among families. Private rentals account for around a quarter of stays abroad and slightly higher within the UK.
Spending Patterns
UK travellers spent £72.4 billion on outbound travel in 2023. Average spend per trip was £840, or £81 per day.
Spending varies by demographic. Families prefer budget-controlled all-inclusive options, younger travellers save on flights but spend more on activities and nightlife, while older travellers lean toward guided tours and more upscale accommodation. About 27% of travellers invest in luxury accommodation, but even affluent travellers often choose low-cost flights to save more for on-the-ground experiences.
Emerging Trends
Strong growth in “destination dupes” such as Bosnia, Albania, and Montenegro, offering cheaper alternatives to Mediterranean hotspots.
Significant increases in winter sun demand, with North African destinations growing rapidly.
Currency fluctuations affecting demand for US holidays, with stronger sterling shifting interest toward dollar-priced markets.
Heavy use of digital platforms, with Booking.com leading from awareness to conversion.
Comparison Notes
UK travellers differ from other world regions in distinct ways. Compared to continental Europeans, they are less rigid in advance planning and more open to last-minute decisions. North Americans tend to focus on long-haul, fewer but higher-spend trips, while UK travellers favour frequent, shorter regional breaks. In contrast to Asian markets, UK travellers are more cost-sensitive and culturally focused within Europe, while Asian travellers often combine luxury, shopping, and multi-generational trips.
Middle Eastern travellers typically spend more on premium and luxury experiences, whereas UK travellers lean toward value-driven packages and mid-market offerings. Latin American travellers generally travel less frequently but for longer stays, while African markets are emerging, often driven by diaspora and regional connections.
Global Traveller Groups at a Glance
- Continental Europeans – Structured planners, advance bookers, strong summer holiday traditions.
- North Americans – Long-haul oriented, fewer vacation days, higher per-trip spend.
- Asian markets – Rapidly expanding, luxury-oriented, tech-driven, family and group-focused.
- Middle Eastern travellers – High spenders on premium experiences, strong family and shopping focus.
- Latin Americans – Fewer but longer international trips, strong cultural and diaspora ties.
- African travellers – Growing segment, balancing affordability with family and diaspora travel.
- UK travellers – Value-driven and digital-first; mix of last-minute deals and planned summer holidays; frequent short-haul to Europe; strong package use with flexibility.
Conclusion
The United Kingdom remains a high-volume, value-driven, and digitally savvy market. While Spain and France dominate outbound travel, shifting patterns show a growing preference for affordable alternatives in Europe and North Africa. Packages continue to dominate, but digital platforms are equally important in influencing travel behaviour.
For advertisers and destination and tourism agencies, success lies in offering flexibility, clarity on value, and tailoring campaigns to distinct age and income groups.