05 October 2023 , 11:16
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One in four British holidaymakers are keen to go travelling alone in the next three years – with 18-24-year-olds the most eager to do so (40%), research has found.
Some of the top motivations for wanting to go solo travelling include more flexibility (46%), independence (42%) – and to embark on a journey of self-discovery (20%).
And over the past 12 months, solo travellers have doubled their searches for “indoor pools” – while searches for spa breaks have risen by 82% among holidaymakers in general.
The poll of 2,000 adults also found that one in six (16%) have already enjoyed a solo trip. And almost a third (31%) disconnect from social media altogether whilst on holiday, in order to help them escape reality.
The survey was commissioned by Hilton as part of its global 2024 Trends Report, unpacking how behaviours and interests are changing.
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Patricia Page-Champion, senior vice president & global commercial director at Hilton, said: “Our research highlights an increasing focus on experiences, the influence of social media and entertainment on choosing breaks, and the reframing of wellness and relaxation in travellers’ minds.
“Underlining these evolving trends, one constant we continue to see is the importance of holidays to people in the UK who plan to travel more in 2024 – even if this means cutting back spending in other areas.”
Hilton's global 2024 Trends Report looks into UK travel trends, and how behaviours are changing (Hilton)Revealing the make-up of the modern traveller, the study also uncovered that 48% prioritise taking an interest in local customs and traditions, while 81% enjoy exploring somewhere entirely new.
Some are going further to immerse themselves into local traditions, with 25% looking for locally-sourced food while away.
However, when it comes to staycations, they can’t get enough of the comfort classics, with a “posh” fish finger sandwich currently the top choice on Hilton’s UK bar menu, according to the hotel brand’s data.
Furthermore, 25% enjoy home comforts on their travels and use streaming services while away – with those aged 35-44 racking up the most screen time, according to the findings, from OnePoll.com.
Meanwhile, some of the top influences for Gen Z, when it comes to holidays, include social media trends (34%), popular culture (36%), and live events (34%).
And with travellers prioritising new experiences (85%), it emerged 55% are considering their next trip long before they go on it – with a further 55% doing so three to six months in advance.
In the lead up to their holiday, 52% are focused on reducing their spend on other things, as 56% plan on stretching their travel budget further in 2024, compared to 2023.
Patricia added: “This increased travel confidence is something we’re experiencing first-hand – and with travel being such a priority for so many, our focus is on delivering a genuinely great stay in the best locations around the world.”
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