YouGov GB International Traveller Outlook: What you need to know for 2026

Dec 15, 2025

YouGov GB International Traveller Outlook: What you need to know for 2026

Alex Donoyou

Senior Client Director

Alex Donoyou

Senior Client Director

Alex Donoyou

Senior Client Director

Last week, YouGov unveiled its latest research on international travel trends, drawing on fresh survey data and insights from YouGov DestinationIndex. The report highlights how Brits are adapting their travel behaviours to keep trips affordable and what to expect as we move into 2026. Accord’s Senior Client Director Alex Donoyou shares the key trends shaping the travel landscape and what they mean for brands looking to stay ahead.

International travel still matters - but budget is king

Brits love their holidays abroad, but financial realities are forcing changes. While 42% of UK adults typically travel internationally each year, 32% reported travelling less in 2025.

The reasons?

Personal circumstances such as health, family, and work commitments (37%).
Higher travel costs (27%).
Reduced financial confidence (24%).

Generational differences are striking:

Baby Boomers were most affected but remain the least likely to change future plans, thanks to stronger disposable income.
Gen Z and Millennials, on the other hand, feel the greatest cost pressure, prompting them to seek cheaper destinations, off-peak travel, and even domestic alternatives.

Brits love their holidays abroad, but financial realities are forcing changes. While 42% of UK adults typically travel internationally each year, 32% reported travelling less in 2025.

The reasons?

Personal circumstances such as health, family, and work commitments (37%).
Higher travel costs (27%).
Reduced financial confidence (24%).

Generational differences are striking:

Baby Boomers were most affected but remain the least likely to change future plans, thanks to stronger disposable income.
Gen Z and Millennials, on the other hand, feel the greatest cost pressure, prompting them to seek cheaper destinations, off-peak travel, and even domestic alternatives.

Brits love their holidays abroad, but financial realities are forcing changes. While 42% of UK adults typically travel internationally each year, 32% reported travelling less in 2025.

The reasons?

Personal circumstances such as health, family, and work commitments (37%).
Higher travel costs (27%).
Reduced financial confidence (24%).

Generational differences are striking:

Baby Boomers were most affected but remain the least likely to change future plans, thanks to stronger disposable income.
Gen Z and Millennials, on the other hand, feel the greatest cost pressure, prompting them to seek cheaper destinations, off-peak travel, and even domestic alternatives.

Accommodation & booking trends: Hotels still lead

Despite affordability concerns, demand for holidays remains strong. Travellers are compromising on trip frequency, length, and flexibility rather than cancelling altogether.

Accommodation choices show clear preferences:

Hotels dominate at 55%, followed by rentals (29%), all-inclusive packages (28%), and cruises (11%).

Booking behaviour is split:

43% book packages, while 53% book separately, often using comparison sites to find the best deals.

This trend highlights an opportunity for companies to emphasise value and transparency, ensuring travellers feel confident about what they’re paying for.

Despite affordability concerns, demand for holidays remains strong. Travellers are compromising on trip frequency, length, and flexibility rather than cancelling altogether.

Accommodation choices show clear preferences:

Hotels dominate at 55%, followed by rentals (29%), all-inclusive packages (28%), and cruises (11%).

Booking behaviour is split:

43% book packages, while 53% book separately, often using comparison sites to find the best deals.

This trend highlights an opportunity for companies to emphasise value and transparency, ensuring travellers feel confident about what they’re paying for.

Despite affordability concerns, demand for holidays remains strong. Travellers are compromising on trip frequency, length, and flexibility rather than cancelling altogether.

Accommodation choices show clear preferences:

Hotels dominate at 55%, followed by rentals (29%), all-inclusive packages (28%), and cruises (11%).

Booking behaviour is split:

43% book packages, while 53% book separately, often using comparison sites to find the best deals.

This trend highlights an opportunity for companies to emphasise value and transparency, ensuring travellers feel confident about what they’re paying for.

Cost pressures & pain points

Rising costs are the biggest challenge for travellers in 2026. 48% say increased costs have impacted their plans, with the most significant pain points being:

Getting there (58%).
Accommodation (50%).
Food and dining (44%).

These figures underline the importance of flexible payment options, bundled deals, and clear inclusions/exclusions to help travellers effectively manage their budgets.

Rising costs are the biggest challenge for travellers in 2026. 48% say increased costs have impacted their plans, with the most significant pain points being:

Getting there (58%).
Accommodation (50%).
Food and dining (44%).

These figures underline the importance of flexible payment options, bundled deals, and clear inclusions/exclusions to help travellers effectively manage their budgets.

Rising costs are the biggest challenge for travellers in 2026. 48% say increased costs have impacted their plans, with the most significant pain points being:

Getting there (58%).
Accommodation (50%).
Food and dining (44%).

These figures underline the importance of flexible payment options, bundled deals, and clear inclusions/exclusions to help travellers effectively manage their budgets.

Top destinations & value perceptions

Destination choice is increasingly influenced by perceived value:

USA tops the list for poor value (43%), followed by Spain, France, and Italy.
Yet, these same European destinations remain popular for 2026, with Spain (49%), Italy (48%), and Greece (42%) leading the pack.

This suggests travellers are still drawn to familiar favourites but will seek cost-saving strategies, such as shorter stays or off-peak travel, to make them affordable.

Destination choice is increasingly influenced by perceived value:

USA tops the list for poor value (43%), followed by Spain, France, and Italy.
Yet, these same European destinations remain popular for 2026, with Spain (49%), Italy (48%), and Greece (42%) leading the pack.

This suggests travellers are still drawn to familiar favourites but will seek cost-saving strategies, such as shorter stays or off-peak travel, to make them affordable.

Destination choice is increasingly influenced by perceived value:

USA tops the list for poor value (43%), followed by Spain, France, and Italy.
Yet, these same European destinations remain popular for 2026, with Spain (49%), Italy (48%), and Greece (42%) leading the pack.

This suggests travellers are still drawn to familiar favourites but will seek cost-saving strategies, such as shorter stays or off-peak travel, to make them affordable.

Behavioural shifts: How Brits are saving

To keep holidays within budget, travellers are adopting new behaviours:

Off-peak travel: 42%.
Advance booking: 34%.
Choosing cheaper destinations: 31%.
Compromises: fewer trips, shorter stays, and flexibility on flights and accommodation.

These shifts reflect a growing value-conscious mindset, where travellers prioritise experiences but compromise to fit financial realities.

To keep holidays within budget, travellers are adopting new behaviours:

Off-peak travel: 42%.
Advance booking: 34%.
Choosing cheaper destinations: 31%.
Compromises: fewer trips, shorter stays, and flexibility on flights and accommodation.

These shifts reflect a growing value-conscious mindset, where travellers prioritise experiences but compromise to fit financial realities.

To keep holidays within budget, travellers are adopting new behaviours:

Off-peak travel: 42%.
Advance booking: 34%.
Choosing cheaper destinations: 31%.
Compromises: fewer trips, shorter stays, and flexibility on flights and accommodation.

These shifts reflect a growing value-conscious mindset, where travellers prioritise experiences but compromise to fit financial realities.

Strategic implications for travel brands

Travel intent remains strong, but travellers are selective and value-driven. Brands can win by:

Offering clear value and flexibility.
Highlighting destination value.
Providing flexible payment options and transparent inclusions.
Maintaining a strong digital presence to engage younger audiences.

Domestic travel may rise if international costs climb further - but expect a value boom, not a volume boom.

Travel intent remains strong, but travellers are selective and value-driven. Brands can win by:

Offering clear value and flexibility.
Highlighting destination value.
Providing flexible payment options and transparent inclusions.
Maintaining a strong digital presence to engage younger audiences.

Domestic travel may rise if international costs climb further - but expect a value boom, not a volume boom.

Travel intent remains strong, but travellers are selective and value-driven. Brands can win by:

Offering clear value and flexibility.
Highlighting destination value.
Providing flexible payment options and transparent inclusions.
Maintaining a strong digital presence to engage younger audiences.

Domestic travel may rise if international costs climb further - but expect a value boom, not a volume boom.

Final thoughts

Brits will keep travelling in 2026, but they’ll be more mindful of where, when, and how they travel. The winners will be those who deliver perceived value, flexibility, and transparency.

You can access the full report here or get in touch with our team to explore how these insights can help you shape your travel strategy for 2026.

Brits will keep travelling in 2026, but they’ll be more mindful of where, when, and how they travel. The winners will be those who deliver perceived value, flexibility, and transparency.

You can access the full report here or get in touch with our team to explore how these insights can help you shape your travel strategy for 2026.

Brits will keep travelling in 2026, but they’ll be more mindful of where, when, and how they travel. The winners will be those who deliver perceived value, flexibility, and transparency.

You can access the full report here or get in touch with our team to explore how these insights can help you shape your travel strategy for 2026.

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