Brits are looking to pack their bags and make a great escape from the seemingly incessant rain to bring a little cheer to the new year with just over three-quarters (76%) of the population having already taken, booked or are planning to book their 2026 holiday.
So says new data from the IPA Insight Pulse Poll of 2,000 people aged 18+, carried out by Opinium on January 23-27 and published today.
Breaking this data out, it reveals that nearly 9% of UK adults had already taken a holiday before the end of January this year (5.4% overseas and 3.4% in the UK). Meanwhile, more than a third (35%) have booked their next trip (20% overseas and 15% in the UK), and 39% are currently planning their next holiday either overseas (22%) or in the UK (17%.).
In terms of spend, the data reveals that the average amount that UK adults expect to spend on holidays this year is £2.126.50, with older generations and parents typically expecting to have a higher holiday budget.
On average, parents with children under the age of 18 expect to spend £413 more than non-parents, while those aged 62-80 expect to spend £543 more on holidays than those aged 18-29.
When it comes to researching where to go, review sites are used by 36% of UK adults and remain the most important resource, followed by recommendations from friends, family and colleagues (30%) and hotel or airline websites (28%).
However, while social media is used as a holiday research tool by 18% of all adults, when breaking this figure down into demographics, it reveals that more than a third (38%) of 18-35s are using it.
By a small margin, March is now the most popular month for UK adults to book their holiday either abroad (15%) or in the UK (17%), while the most popular month for UK adults to actually go on their holiday abroad (20%) or stay in the UK (also 20%) is June.
IPA senior insight lead Sophie Dimond said: “Given that the Met Office has said it has rained every day somewhere in the UK this year, and given the ongoing heaviness of current headlines, is it any wonder that so many of us are seeking escapism?
“What’s particularly striking is the level of planned spend. An average budget of over £2,000 suggests that, even in a cautious climate, people are prepared to invest in time off.
“We’re also seeing clear generational differences in how people plan. While review sites remain the go-to source overall, younger adults are increasingly turning to social media for inspiration and research, highlighting the growing influence of digital platforms in shaping travel decisions.”
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