Overview
- Nearly four in five UK adults plan the same or more trips in 2026, with an average of four holidays overall and higher counts for Gen Z (six) and Millennials (five).
- AI is gaining traction in planning, with 62% of Gen Z and 57% of Millennials using it, and 56% and 59% respectively comfortable booking through AI, versus 35% and 38% across UK adults.
- Britons are EMEA’s earliest planners, booking about 4.9 months ahead compared with the regional average of 3.4 months.
- Multi-country itineraries are rising, with 19% definitely and 22% probably planning to visit two or more countries, and lux‑scaping is common with 46% having added a short high‑end stay.
- Booking splits show 29% going direct to airlines or hotels, 26% using OTAs, and 13% booking in person, with top conversion triggers being a special offer (38%), a positive review (34%) and an added extra (24%).