From saving for summer to festive city breaks, we reveal the travel and tourism preferences of Brits this Christmas

Travel is hardwired into the festive habits of Brits – but how many of us will be polishing our ski goggles in preparation for the slopes as opposed to hitting the motorway for a family gathering? GSIQ’s consumer travel tracker, TACTIQ, has polled Brits on their travel plans this Christmas and the results are revealing.

Visiting is the most popular prompt to travel this year.

Two in five of us (39%) will travel within the UK this Christmas to visit friends or family, while the same proportion will do the opposite, staying mainly at home and keeping things local – and presumably feeding and watering those who are visiting.

But with many Brits planning a two-week break from work during the festive period this year, it’s no surprise that there is time and space for more than a single trip. So what are people plotting?

Fairytale of new sports matches

One in five respondents (21%) told us that that they are planning a daytrip within the UK to a festive attraction over the Christmas period. A similar proportion (18%) are attending a live event, whether that’s sports, music or the theatre. While there is only one Premier League Boxing Day fixture this year, and only one Premiership Rugby game too, there are fixtures staggered across the end of December and into the New Year to feed the sports habit.

Panto season is, of course, in full swing over the Christmas break and 16% of those we sampled plan a big festive day out with children that may or may not include shouting at a man wearing an elaborate dress. Overall, there is strong demand for staycations, rail breaks, festive city breaks, light trails, Christmas markets, and family visits in the UK this winter, despite the economic challenges to the country.

Stay another day (at your destination)

Overnight breaks were once something of a rarity at this time of the year but with inboxes quiet and distances easier than ever to cover it should be no surprise that 17% of Brits are planning a UK overnight break and 10% an overseas one. What’s more, eight per cent are seeking out some winter sun.

As for the aforementioned skiers, only a small proportion nationally (3%) are planning to hit the slopes over the festive period – about the same proportion as intend to go away to Lapland to meet Santa this year. Both types of trip remain niche but are high value and perfect for upsell and package opportunities (e.g. “once-in-a-lifetime Santa” or “short-haul sun escapes”).

All I want for Christmas (is £200 extra)

Out of interest, we also asked respondents what they would do if they found themselves a couple of hundred pounds richer this Christmas. Travel turned out to be the Number One aspiration.

Almost one in five Brits (18%) would put the extra money towards a holiday, making it the most popular answer, ahead of gifts for children and stocking up on food and drink (both 14%), paying bills or debts (13%) or getting presents for the adults (12%). Even if they’re not travelling right now, people want to ringfence cash for future trips, indicating strong latent demand for tourism.

For travel brands, this revelation offers clear signals. Pushing products that turn that £200 into a concrete trip – think “Secure your 2025 holiday with £50 and pay the rest later”, “Christmas 2025 holiday funds” and gift-voucher campaigns – could reap real rewards among those with travel in the back of their minds.

For the immediate festive period, value-led packages matter. Short UK breaks under or around £200pp, especially tied to markets, lights, shows or sports are likely to hit the spot according to this research. Clear messaging on total cost (travel + accommodation + attractions) will cut through when it compares to spending money on extra food, gifts or bills.

On a savings day

Of course, responses will differ according to household income but our research also reveals what might attract the attention of different segments.

Whilst the squeezed middle may continue to be compressed by their economic circumstances, they are still the place to go to for growth. Our data tells us that they will continue to try to balance the now (food and drink at home) with the future (holiday savings).

Lower earners (those under £25,000 income per year) are more likely to prioritise the here and now according to our poll. Messaging to this audience should be about realistic escapes: short breaks, off-peak and budget-friendly trips which still offer something special.

For those on higher incomes (£75,000 or more), both holiday savings and stocking up are lower priorities, as you’d expect for those who already have more disposable income. Instead, marketing messages around premium festive experiences (Lapland, ski, winter sun, business-class, boutique hotels) and exclusive events or VIP add-ons (private tours, lounge access, premium seating) may cut through.

TACTIQ, our consumer travel tracker, isn’t just for Christmas insights though. It’s always on and now covers ten global markets, providing data for the tourism industry the whole year round. For more information, contact Eva Stewart.

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