Brits prioritise holidays over short-term luxuries despite financial pressures – New research from Ambassador Cruise Line
With peak summer holiday season upon us and school’s breaking up imminently, the spotlight is firmly on the impact of the rising cost of living, geopolitical uncertainty and increasingly frequent heatwaves and their impact on many aspects of modern life – including our ability to enjoy a holiday abroad.
However, new research commissioned by Ambassador Cruise Line reveals that when it comes to travel, there are still some attitudes that unite the nation.
Brits continue to prioritise holidays, with 65% agreeing that they are happy to give up everyday luxuries such as eating out, hobbies and cinema trips in order to save for their next getaway.
That said, households are clearly feeling the financial squeeze – half of Brits (51%) agree that one of the biggest influences when choosing a holiday is the affordability of the destination with flight costs (38%) and accommodation costs (31%) proving the biggest barriers to booking a holiday in 2026.
As a result – and perhaps unsurprisingly – value for money tops the list of what matters most to Brits. When making a purchase, half (50%) prioritise getting ‘bang for their buck’, for example packages that include bed, board and entertainment or deals offering discounted rates on additional bookings.
Furthermore, while often seen as a growing priority for consumers – particularly among Gen Z and Millennials – and despite industry-wide ESG policies in line with the Government’s efforts to achieve net zero by 2050, just 8% of Brits say a holiday’s environmental impact influences their decision, making it one of the least important considerations across all age groups.
While the combined effects of the rising cost of living and global geopolitical impacts have made some travellers more cautious about travel, three quarters of respondents said that they were booking their next holiday regardless rather than taking a ‘wait and see’ approach in a lates market.
This famous British resilience is particularly apparent among older generations with 30% of those aged 55+ admitting they’ve already booked their next holiday and are clearly committed to enjoying their summer break come what may. This sense of adventure extends to their approach to potential language barriers. It’s a concern for just 4% (55+) but more than triples to 15% amongst 18–24-year-olds who admit that concerns around speaking a foreign language are preventing them from booking their ideal holiday highlighting a lack of confidence among this younger demographic.
With the UK currently experiencing its third heatwave of the summer, soaring temperatures are having a greater impact on the travel choices of younger people than the silver generation. More than a third (35%) of 18–24-year-olds are feeling the heat saying the recent high temperatures have influenced their plans, with 41% opting for a coolcation (destinations with milder temperatures i.e. Northern Europe and the Nordics) as a result. In contrast, just 3% of Brits aged 65 and over say their plans have been influenced, with the vast majority (90%) sticking to their planned staycation or holiday abroad whatever the weather.
One area Brits can’t quite agree on is where they get their travel inspiration from. While nearly half (46%) of people over 45 remain committed to traditional search engines and almost a third (31%) look to travel agents as their source of inspiration, an incredible 65% of 18–44-year-olds say they rely on social media rather than more traditional sources. By comparison, this drops to 24% for those aged 45 and over.
While it may feel like AI is infiltrating all aspects of modern life it seems that just 14% of Brits rely on it for travel ideas with younger demographics (18-44) the most likely to utilise it (19% vs 9% of 45+). Half of those aged 45-64 prefer word of mouth (52%) and the demographic most likely to rely on inspiration served up in a newspaper are those aged 65+ (16%).
Christian Verhounig, CEO of Ambassador Cruise Line, says: “A holiday abroad – once seen as the height of luxury – has clearly become a modern-day necessity for many. So long as they can guarantee value, Brits are willing to make everyday sacrifices because they recognise the benefits that travel brings – whether that’s spending quality time with loved ones, exploring new destinations or simply switching off from the busyness of modern-day life.
“This is particularly true of the older demographic who show greater confidence and willingness to travel despite geopolitical uncertainty and perceived barriers such as language differences, elevated costs of land-based accommodation in Europe or flight disruptions.
“Amidst the backdrop of the ever-rising cost of living, value – or ‘bang for your buck’ – is of even greater importance. As such, holidaymakers would do well to explore alternative types of holiday rather than sticking with the traditional hotel and flight itineraries which are proving the biggest barriers due to affordability and unreliability. No-fly cruises, for example, can offer fantastic value for money – thanks to affordable yet memorable itineraries, a mix of inclusive amenities, destination experiences and ‘all in’ pricing incorporating bed, board and entertainment.”
(Brits prioritise holidays over short-term luxuries despite financial pressures – New research from Ambassador Cruise Line)
