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Luxury holidays still on the menu for Brits, despite cost-of-living crisis

Friday 29 September 2023

It’s official: we Brits have no plans to cut luxury getaways from our budgets any time soon, according to new research by HolidayPirates. The poll of 1,185 UK consumers conducted by the online travel deals platform found that almost 9 in 10 would spend the same amount or more on travel in 2024 as they did this year, and well over 1 in 3 (38%) would be willing to spend up to £1,000 more per person on travelling next year.

We aren’t splashing the cash for the sake of it. Instead, Brits are making more mindful investments into travel experiences. Spending habits have evolved to maximise both luxury and value, such as compromising on certain parts of a holiday, like flights, to prioritise the elements that really matter.

Brits are clear that when it comes to luxury holidays, they won’t settle for anything less than the best-quality hotels they can get. Almost a quarter (24%) say spa facilities are a must, over 21% see high-end room décor as a priority, and 23% see adults-only resorts as the ultimate luxury. But topping the list are a prime location (61%), a room with a view (45%) and excellent customer service (36%), which reign supreme when it comes to priorities for a fancy holiday.

Speaking of non-negotiables, the research also revealed the must-have home comforts that British consumers refuse to leave at home, even when on a luxury holiday. Body wash, teabags and snacks top the list, with 5% even sneaking their favourite UK-specific condiments and sauces into luggage and almost 1 in 10 (9%) travelling with their own towels.

So, what are we happy to compromise on?

When it comes to a luxury getaway, it seems the premium experience can start upon arriving at the destination, not when leaving the house. Those polled were less concerned with the quality of the journey, with 2 in 3 (63%) happy to fly at unsociable times and in lower cabin classes, and 1 in 2 (49%) happy to hitch a ride with fellow holidaymakers instead of a private transfer, if it meant they could improve other aspects of their holiday.

1 in 3 (32%) are also willing to stay at lesser-known luxe destinations that generally come with smaller price tags. This is perhaps unsurprising, with the bragging rights that come from visiting a place before the masses get to it, and saving a few pennies along the way.

Adding on the extra-curriculars

With package holidays no longer limited to the fly-and-flops of yesteryear, British holidaymakers are particularly keen to see something a little extra in their itinerary. Almost 3 in 4 (73%) would want a boat or yacht trip to form part of their holiday, over 2 in 3 (68%) are looking for wildlife experiences, and 63% want to see spa treatments included.

Famously social-media conscious Generation Z are especially keen on “out-there” activities that will garner likes on their channels of choice: 40% want to visit destinations featured in their favourite shows and films, such as the infamous ‘White Lotus’ hotel in Sicily. Their attitude to wellness is also reflected in the types of getaways they’re looking for: 40% want to try experiences like sound healing and floatation therapy while on holiday, 1 in 5 (20%) would go on a spiritual retreat, and 20% would try a psychedelic retreat to sample the likes of ayahuasca.

Regardless of age, however, Brits agree that outsourcing holiday planning through packages and all-inclusive breaks can be the ultimate indulgence – the research found that 2 in 3 (66%) prefer to book luxury holidays as a package rather than with a DIY approach.

With this in mind, HolidayPirates has launched its very first ‘Luxury for Less’ channel, where its team of travel experts have curated a collection of incredible deals on luxury getaways for those looking to go on the very best holiday for the very best value. Included are categories such as:

  • Luxurious hotels in hidden gem destinations

  • Set-jetting and celebrity-influenced stays

  • Escaping the everyday with wellness and nature-focused trips

  • Amazing and unexpected views for less

Phil Salcedo, Head of Market, UK & North America at HolidayPirates, says: “Our research has shown that travel and holidays remain a top priority for Brits, even during challenging times. However, what’s more important than ever is that their money goes further, especially when it comes to luxury getaways.

That’s why we've launched our 'Luxury for Less' channel, offering the best-value-for-money luxury getaways from around the world.

Whether it's 5-star hotels in underrated destinations, stays inspired by film and TV favourites, or the chance to just indulge in some uninterrupted relaxation, this selection of travel deals caters to diverse tastes and budgets. Ultimately, we want everyone to have the opportunity to travel, explore, and holiday more for less.”

Click here to explore HolidayPirates’ Luxury for Less channel.

About HolidayPirates:

HolidayPirates, the UK arm of the HolidayPirates Group, is a travel deals platform with a mission to make travel accessible and affordable for everyone.

Our team of travel experts find and curate the best value-for-money deals from packages, flights and hotels, through to car hire, holiday homes, luxury stays and weekend breaks. We also work with leading travel brands to source exclusive offers that simply cannot be found anywhere else.

HolidayPirates takes the time and hassle out of finding genuine travel bargains by sharing deals directly across our website, WhatsApp, newsletters, mobile app, and on social media. 2 million travel enthusiasts visit our website every month, plus we have over 2.2 million followers on social media – the largest of any travel brand in the UK.

Founded in 2011 and headquartered in Berlin, the HolidayPirates Group operates in 10 countries – the UK, Germany, Austria, France, Italy, The Netherlands, Poland, Spain, Switzerland and the United States. Our expert editorial teams around the world inspire over 20 million consumers every month to travel, explore and holiday more for less.

Press contact

Annabelle Rennie
PR & Communications Manager UK

E-Mail: [email protected]

E-Mail: [email protected]