Summer Trends 2024

With summer just around the corner, we are eager to discover what our users have planned for their holidays this year. With insights gathered from 5,500 travellers across our markets in the UK, France, Germany, Spain, and Italy, we have identified key holiday trends and behaviors that will shape the travel landscape this summer.

Jet Setting Abroad

Let's start by exploring where our users are planning to go for their main holiday in 2024.

This year reflects a strong inclination towards international travel, particularly to other countries within Europe, with Spain being a notable exception where domestic tourism remains popular.

Extended Escapes

When it comes to holiday duration, most respondents across all five countries stated that they prefer extended breaks, typically lasting a week or more. This reflects a collective desire to make the most of summer vacations with longer, more relaxing getaways. In France, 4 in 10 (40%) will go away for two weeks or more this summer.

Friends and family, the main “influencers”

Personal recommendations from friends and family are the primary source of inspiration for choosing holiday destinations. This trend is consistent across all countries. Following closely, social media serves as the main tool for seeking inspiration, often linked to individuals' hobbies and interests.

Budgeting for summer fun

Travellers are generally planning to spend a moderate amount on their summer holidays this year, with most setting their budgets between £501-£1000pp (or equivalent in €). This shows that people are still prioritising holidays as part of their annual expenses, but they may be more careful with their budget due to the increasing cost of living.

Travel FOMO

A large number of survey respondents, particularly in France, Italy and Spain, have prioritised saving for their summer holidays this year by cutting back on other leisure activities such as dining out and entertainment. On the other hand, less travellers in the UK and Germany have made such sacrifices.

Plan in advance

Booking habits vary across countries, with a notable number of travellers in France, Italy and Spain preferring to book their holidays up to three months ahead of departure. German and British travellers, on the other hand, tend to book much further in advance.

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]