The classic British family holiday, long synonymous with sun-drenched beaches and poolside loungers, is facing a dramatic decline. Fresh research from the Association of National Tourist Offices and Representatives (ANTOR) indicates a profound transformation in how, and where, UK travellers are choosing to spend their time away.
The Rise of the Experience-Seeking Traveller
According to the findings, younger generations are actively seeking alternatives to the standard package holiday. They are prioritising more frequent trips to lesser-known locations and immersing themselves in more local, authentic experiences. This shift is contributing to a decline in traditional family and older traveller segments, while the number of younger people holidaying alone and exploring diverse destinations is on the rise.
It appears the desire for a unique and genuine cultural encounter is now trumping the appeal of a conventional resort stay. This trend is further influenced by political considerations and growing concerns about overtourism in popular spots, which have caused some destinations to underperform compared to pre-pandemic levels.
Luxury Redefined and Budget Realities
The definition of luxury in travel is also evolving. There is a marked trend towards high-end, long-haul trips focused on 'discovery'. Conversely, short-haul travel is being reshaped by rising accommodation costs, pushing some holidaymakers to explore closer to home rather than venturing abroad.
ANTOR Chair, Manuel Butler, commented on the changes, stating: "As cost-of-living pressures, climate, and global events reshape travel behaviour, we're seeing a more mindful, experience-led approach emerge. Travellers are seeking authenticity, value, and quality." He confirmed the report noted a continued growth of 11% for the majority of ANTOR members.
Intriguingly, the cruise industry is capturing a younger audience. Data from UK travel association Abta shows nearly one fifth of 25 to 34-year-olds took a cruise in the last year, a significant jump from less than one in twenty back in 2019.
The Social Media Spending Pressure
For Gen Z and millennials, the holiday experience is intrinsically linked to social media. A staggering nearly three quarters admit that creating content is the most important factor in planning a trip—a trip they will take even if they cannot afford it.
This pressure comes at a cost. On average, Gen Z travellers exceed their holiday budget by a substantial £2,200. Almost 60% admit to going into debt to fund their travels, and 70% feel obliged to go on holidays they can't afford, with 90% believing documenting their lives is a generational expectation.
Their top social media posts include the 'cocktail at golden hour' (30%), the 'airport tipple' (27%), and the 'holiday dinner table' (23%). This new landscape signals a fundamental rethinking of the British holiday, moving from passive relaxation to active, shareable discovery.
