2026年英国旅游业消费者洞察报告

Travel andTourism Consumer HorizonMay 2026 About Vypr System 1 thinking, a concept popularisedby Daniel Kahneman in his seminal work,Thinking, Fast and Slow. System 1 represents platform designed to empower brandswith the insights needed to make informed community of over 80,000 UK consumers,providing our customers with directaccess to real-time feedback. This unique Vypr enables brands to understandconsumer behaviours and attitudes with We go beyond traditional market researchby focusing on the immediate, intuitivereactions of consumers. Instead of lengthy Methodology allowed a nationally representativecommunity of real UK consumers to provideanswers to a broad range of questions. first-party research conducted throughoutJanuary 2026. The primary research Key highlights 49% of UK adults are interested in solo travel but only 14%currently take solo trips,a 34-point aspiration-behaviour gapstructured primarily around confidence (21%), cost (20%) and, for women year,reflecting a budget constraint that is reshaping the entry pointto travel participation rather than simply deferring it, with implicationsfor how the sector recruits its next generation of habitual travellers. Social media has overtaken word of mouth as the primaryholiday destination discovery channel for under-45-year-olds,with the travel agent demonstrating unexpected resilience as a Environmental impact matters to 48% of UK adults whenmaking travel decisions,but it consistently ranks as a secondaryrather than primary driver, informing the choice between comparable Hotels remain the most common accommodation choiceat 43%, but the remainder of the market is split across holiday parks,Airbnb, hostels, and stays with family or friends, reflecting a fragmentationof the accommodation landscape that has accelerated significantly since Executive Summary exceeds word-of-mouth as a destinationchannel for under-45s, while TV travelprogrammes and booking websites stillshape the choices of older cohorts. The holiday this year, a figure that sounds robustuntil you examine who gets left behind.Among 18–24-year-olds, nearly a third(32%) say they will not travel at all, whileamong Asian/Asian British respondents this story in this section is solo travel, or rather,the scale of demand for it currently goingunmet. Nearly half of all respondents (48%)express interest in travelling alone, yet only14%actually do. Confidence and cost are fragmenting along several simultaneouslines. In accommodation, hotels retain acomfortable plurality (43%) but Airbnb,apartment rentals and stays with friendsand family collectively account for a quarterof the market, each serving different Wheels Up? Who Gets to Go on Holiday 32%is a substantial contingent of would-be travellers priced out of participation, and thedemographic profile of non-travellers tells a pointed story about access and inequality in Ethnicity and the Access Question The Youth Participation Gap The ethnicity gap is starker still. Just42%of Asian/Asian British and47%ofBlack/African/Caribbean/Black Britishrespondents plan to holiday this year,compared with70%of White respondents.Cost is again the dominant driver, with33%of Asian/Asian British respondents they will not take a holiday this year, almostdouble the national average of17%. Cross-referencing with the budget data makes itclear that they are being priced out of amarket that has inflated faster than theirincomes, with35%of this cohort budgeting Holiday intent is high overall but dropssharply among young adults and ethnicminority groups, driven primarily bycost. The travel industry’s growth is Two Holidays in One Market: How BritainTravels market splitting into two dominant modes. Exploring the local area and landmarks leads at62%, followed closely by visiting restaurants and bars (57%) and going to the beach (47%).Pool-based relaxation (35%), galleries and museums (22%) and meeting new people (21%) The Explorer vs. the Poolside both archetypes with a single propositionwill satisfy neither fully. The commerciallyproductive approach is to programme forboth explicitly: curated cultural itineraries distinct holiday archetypes. Older travellers(55+) are exploration-led, with76%ofover-65s prioritising local exploration,37%meeting new people, and33%favouringguided tours. They are also less drawn topassive relaxation, with only19%of over-65s selecting the pool, indicating culturally Women Engage More Broadly Key Insight activity category, including exploring(68%vs53%), restaurants (60%vs53%),beach (50%vs43%) and pool (40%vs28%). The only exception was meetingnew people, where men lead (25%vs17%).Women are, in aggregate, more engaged The UK holiday market is splitting intotwo dominant modes, with exploration-led cultural travel skewing older andfemale while relaxation-plus-experiencetravel skews younger and mixed. One- Where You Lay Your Head: Accommodationin Flux beneath that headline is more fragmented. All-inclusive resorts (