family beach holiday travel trends

Most popular 2024 holiday destination revealed: UK survey

Authored by Lauren
Posted: Tuesday, April 23, 2024 - 06:00


With 45% of Brits planning on taking a family holiday this year, Legal & General surveyed 2,000 UK adults to understand the top holiday destinations of choice.  

Most popular holiday destinations

The most popular holiday destination for 2024 is Spain with 37% of Brits wanting to go there. Followed by Italy (32%), France (16%) and Portugal (16%).

Nearly half of Brits are looking for a beach holiday (42%), which was most common among 45-54 year-olds. This was followed by multi-destination trips (17%), activity-based trips (14%) and sustainable trips (13%).

Key travel trends: 

  • Majority of Brits enjoy having a mix of shorter and longer trips (33%). 

  • Shorter breaks are more popular (29%) compared to longer breaks (21%). 

  • Brits spent £1,944 on holidays last year. 

  • 46% of Brits have exceeded their holiday budget- with food and drink expenses being the most popular reason why (cited by 68% of respondents), followed by shopping (45%) and day trips (42%). 

Paula Llewellyn, CMO and Managing Director (Direct) at Legal and General Retail comments:  

"As families start thinking about their travel plans this year, it’s clear that they aren't just sticking to the tradition of holidaying together; they're eagerly planning, saving, and putting memories at the top of their priority list.

“Our previous research has shown that multigenerational living is on the rise, so it’s hardly surprising to see this crossing over into our family holidays. Even with tight budgets, families across the UK understand the benefits of these holidays. Cherishing the chance to make unforgettable memories with their nearest and dearest.”

To find out more about Legal & General's research, please visit:

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