The UK is set for a busy travel period this summer, with 81% of Brits planning holidays between June and August, according to Tripadvisor’s Summer Travel Index. The second Seasonal Travel Index of 2023 provides insight into travel demand this season (June 01 – August 31), using a combination of search and sentiment data to reveal insights into travel plans this summer.
Two in five Brits (43%) intend to travel more this summer than last, with 79% planning up to two holidays. When it comes to where they are going, over a third (37%) will take both international and domestic trips, while a similar number (32%) will only travel abroad. The remainder (31%) will make the most of the warmer weather at home, holidaying exclusively in the UK.
However, amidst the ongoing cost of living crisis, Brits are slightly more cautious than international travellers when it comes to spend. Less than half (46%) are planning to spend more on travel this summer, almost 10% below the global average. Affordability is the most important factor for Brits planning trips, with 71% taking spend into consideration above other factors, such as convenience of transport and travel time.
1. Top trending international destinations
The beautiful beach town of Badesi, on the northern coast of Sardinia, takes the No. 1 spot for Fastest Growing International Destination this summer. Ksamil, on the Albanian riviera, is a new entry for 2023 at No. 3 and ideal for those looking for a bargain beach break. Less famous than other European hotspots, Ksamil’s sandy white shore and crystal clear water gives better known beach destinations a run for their money.
Japan is still topping the charts for trending destinations for Brits, securing three places in the Top 10 Fastest Growing International Destinations, alongside Da Nang (No. 7) and Hoi An (No. 8) in Vietnam. Spain is also unsurprisingly popular, with Cala Santandria, Menorca, trending at No. 6 and Puerto Banus at No. 10.
2. Top trending domestic destinations
The Isle of Wight comes out top this summer for British travellers holidaying closer to home, with Bembridge No. 1 Fastest Growing Domestic Destination and Ventnor coming in at No. 2. Further north, the picturesque town of Llangollen, North Wales, is the third top trending domestic destination for summer 2023, and Balmaha on Loch Lomond comes in at No. 4.
Two thirds (66%) of Brits plan on visiting somewhere they have been before and this is reflected in the Most Popular Destinations for summer 2023, which show little change on previous indexes. Domestically, London and Edinburgh retained the No. 1 and No. 2 spots respectively and Benidorm (No. 1), Paris (No. 2) and Costa Adeje, Tenerife (No. 5) remain in the top five Most Popular International Destinations this season.
3. Choosing the destination
While social media sites such as Tiktok and Instagram are increasingly popular for those seeking travel recommendations, only 18% will use them for guidance this summer, while 45% will opt for review sites such as Tripadvisor. Most popular, however, is advice from family and friends with almost half (46%) planning holidays this way.
Around half (42%) of Brits are most excited about tours and activities on their trip. The most booked experiences for summer 2023 include Buckingham Palace Guard Walking Tour in London, the UK’s No.1 Most Popular Destination, as well as a day trip to Loch Ness and the Scottish Highlands from Edinburgh, the UK’s second most popular city to visit this summer.
