Gone are the days of simply flicking through glossy holiday brochures or endlessly scrolling online for travel inspiration. A significant technological shift is transforming how British tourists research and plan their getaways, with many opting for immersive digital experiences before they even book a flight.
The Rise of the 'Try Before You Fly' Traveller
According to the findings from easyJet and easyJet Holidays' annual Great British Holiday Audit for 2026, a remarkable 49 per cent of holidaymakers are now leveraging advanced technology to preview their potential vacations. This trend, dubbed 'try before you fly', represents a fundamental change in consumer behaviour within the travel sector.
Virtual Exploration Takes Centre Stage
Brits are increasingly turning to virtual reality to wander foreign streets from the comfort of their own homes. Imagine strapping on a VR headset to meander through the canals of Venice, visually inspecting a hotel's facade from the pavement, or getting a genuine feel for a neighbourhood's atmosphere.
Beyond VR, prospective travellers are utilising a suite of digital tools. Many are watching detailed vlogs from influencers and tourists to gain authentic insights into destinations. Others are extensively using virtual street view functions to meticulously scout locations, checking everything from local amenities to the walkability of an area.
Travel expert Nigel Thompson emphasises the logic behind this shift: 'Preview power makes complete sense when you are spending hard-earned money on a holiday. Tech tools give travellers the ability to check out in advance anything from beach bar views to restaurant menus. Google Maps is incredibly useful for "exploring" around a hotel’s local area to see what’s walkable or even wheelchair and buggy-friendly.'
Tech as a Travel Companion
The application of technology extends far beyond the initial research phase. easyJet's audit revealed that 22 per cent of Brits are now embracing translation technology while abroad. This innovation is breaking down language barriers, meaning travellers are less concerned about the proficiency of their French or Spanish, relying instead on apps and devices to facilitate communication.
Booking Trends and Destination Inspiration
Despite it only being the first month of the year, a substantial 51 per cent of Brits have already secured a holiday for 2026, demonstrating strong forward-planning and demand. The average trip length booked for this year stands at a solid 10 days.
When it comes to holiday types, traditional preferences remain strong but are evolving:
- Beach Holidays: 50 per cent of respondents intend to take a classic sun-and-sand break.
- City Breaks: 45 per cent are planning an urban getaway.
- Nature-Focused Trips: A significant 20 per cent are seeking holidays centred on the great outdoors.
Interestingly, popular culture is also a major influence, with 28 per cent of holidaymakers admitting that TV shows and films impact their destination choices. Furthermore, a desire for novelty is clear, as 52 per cent stated they are planning to explore somewhere completely new this year.
Industry Perspective on Evolving Travel Habits
Kenton Jarvis, CEO of easyJet, commented on these emerging patterns: 'It is great to see more people exploring new destinations, using new technology in innovative ways and seeking out alternative experiences. I am proud of the part easyJet continues to play in helping to shape how each generation travels, while always aiming to make travel easy and accessible for all.'
This comprehensive audit underscores a UK travel landscape where digital innovation empowers consumers, fosters exploration, and seamlessly integrates into every stage of the holiday journey, from the initial dream to the final postcard home.
