From dream destinations to last-minute deals, we wanted to know: what do summer holiday trends look like in 2025?
So, we asked our Angelfish Opinions community about their travel plans. Who’s booked already? What influenced their decision? And which holiday brands are sticking in their minds?
Here’s what they told us.
Who We Asked
We reached out to people from all walks of life across the UK – from Gen Zs just starting out to retirees with time to travel – via our Angelfish Opinions community. Whether travelling solo, with a partner, or on a multigenerational trip, this snapshot shows how real people are planning their summer holidays in 2025.
(Full demographic breakdown available in the appendix.)
Key Findings
60% Have Already Booked Their Summer Holiday
We kicked off by asking if people had booked their summer break (June–September 2025). The majority (60%!) said yes, while one third said they’re planning to, but haven’t yet. Only 5% said they’re not planning to take a summer holiday at all.
What this tells us: There’s still time to influence bookings. With a sizeable portion still browsing, travel brands have a real opportunity to target last-minute planners.
Booking Peaks Between January and March
When asked when people booked (or plan to book), January to March was the most popular window (27%), followed by “I’m still looking” (28%) and “before January” (19%).
What this tells us: There’s a clear early-year surge in bookings, but a big group hold out later into spring or summer, highlighting how flexible and reactive holiday behaviour can be.
Most Travel with a Partner – But Not Always
The most common travel companions? 64% said they’ll go with their partner, followed by 34% with kids, 17% with friends, and 15% with extended family. Interestingly, 16% said they’re going it alone.
What this tells us: UK travellers in 2025 are looking for a range of holiday experiences. Marketing to couples still has strong potential, but it’s important not to overlook solo travellers and diverse group types.
Price and Destination Appeal Drive Bookings
We asked what influenced bookings the most—and two factors stood out:
- 70% said destination appeal
- 57% said price or deals
Other options like free upgrades, kids-go-free offers and brand reputation scored much lower, with each under 15%.
What this tells us: Practical value and inspiration matter most. Travellers are drawn to great places at great prices above perks or brand names alone.
Booking.com, EasyJet, and TUI Lead Brand Recall
When asked which holiday companies they’d used or remembered, names like Booking.com, EasyJet, TUI, and Jet2 stood out in both booking behaviour and unaided brand recall.
What this tells us: Visibility works. But people remembered brands not just for being big, but for being easy to use, competitively priced, or part of an ad they actually liked.
Adverts that Stick (For Better or Worse!)
From “So many Tina Feys I could be” to Jess Glynne soundtrack singalongs, several holiday adverts were called out, both positively and critically. Some remembered scenery or music, while others couldn’t remember the brand at all.
What this tells us: The right ad can stick, but it has to be both distinctive and relevant. Think storytelling, music, humour, or emotion over overused beach visuals.
What This Means for Summer Holiday Marketing in 2025
This year’s summer holiday trends show that people are excited to travel—but they’re savvy too. They want value, variety, and brands that feel trustworthy and accessible.
For travel and holiday brands, the key opportunities lie in:
- Targeting late bookers with clear, flexible offers
- Showcasing inspiring destinations and great deals
- Building brand recall through authentic, relatable campaigns
Want to Find Out What Your Audience is Really Thinking?
At Angelfish Fieldwork, we help brands connect with real people to uncover real insights. Whether it’s through user research, focus groups or online communities, we find the perfect participants to power better decisions.
Get in touch today to find out how we can support your next project.
Interested in more consumer trends? Check out our latest pulse on Sustainable Shopping, or our AI Pulse to learn how people feel about artificial intelligence in 2025.
Appendix: Who We Asked – Respondent Breakdown (%)
Gender: Female 66% · Male 33% · Prefer not to say / Other 1%
Country: England 88% · Scotland 6% · Wales 4% · Northern Ireland 2%
Ethnicity: White 82% · Asian 9% · Black 6% · Mixed or Other 3%
Children: Yes 67% · No 33%
Age Groups: Under 25: 4% · 25–34: 10% · 35–44: 16% · 45–54: 30% · 55–64: 32% · 65+: 8%
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