Travel: Easter 2025 travel plans: Who’s travelling, where they're going, and what they’ll spend
- InsightTrendsWorld
- Apr 15
- 11 min read
Why it is the topic trending:
Underrated Holiday Travel Window: While Christmas and summer dominate travel discussions, Easter presents a significant yet often overlooked opportunity for both travelers and the travel industry.
Long Weekend and School Breaks: The Easter holiday typically provides a long weekend, often aligning with school breaks, making it a convenient time for families and individuals to take a trip.
Early Insight into Travel Behavior: This article, published just a week before the Easter break in 2025, offers valuable early insights into the travel intentions, destinations, and spending habits of UK adults. This real-time data is crucial for understanding current consumer sentiment and planning within the travel sector.
Overview: This article presents the findings of a YouGov survey that polled a nationally representative sample of UK adults to understand their travel plans for Easter 2025. The survey explores the proportion of people intending to travel domestically and internationally, identifies key demographics of travelers, highlights popular destination types, examines spending expectations compared to the previous year, and reveals the primary motivations and factors influencing destination choices.
Detailed findings:
Overall Travel Intent: 27% of UK adults plan to take a holiday during Easter 2025 (19% within the UK, 8% abroad).
Age Demographics: Younger adults (18-24 and 25-34) show a significantly higher intent to travel (39% and 38% respectively) compared to those aged 55 and older (18%).
Gender Differences: A slightly higher percentage of women (71%) intend to travel compared to men (64%).
Spending Expectations: Among those who traveled last Easter, 33% expect to spend more in 2025, with this figure reaching 39% for the 25-34 age group. Only 13% anticipate spending less.
Destination Preferences: The top destination types are city breaks (27%), countryside retreats (27%), and beach holidays (26%).
Age-Related Destination Choices: 25-34 year olds are more likely to plan city breaks (43%), beach holidays (39%), and family-friendly resort visits (34%). Older adults (55+) show less interest in city breaks (13%).
Travel Motivation: The primary motivation for Easter travel is visiting family or friends (40%), particularly for younger adults (18-24 at 48%). Other significant reasons include taking advantage of the long weekend (29%) and school holidays (27%).
Low Religious Travel: Only a small percentage (7%) cite religious or cultural reasons for their travel.
Late Planning: Many travelers plan relatively late, with fewer than 10% planning in the week of travel and 12% deciding two weeks before. However, almost half (49%) plan one to three months in advance.
Spending Levels: Over four in ten travelers expect to spend less than £500, with 27% under £200 and 18% between £200 and £500. High-end spending is rare.
Cost as a Key Factor: Cost and affordability are the most influential factors when choosing an Easter destination (64%), followed by weather and climate, and ease of travel (both at 43%).
Key takeaway: Easter 2025 presents a valuable travel window, particularly for younger adults motivated by visiting loved ones and utilizing the long weekend and school breaks, with cost being the primary determinant in their destination choices.
Main trend: "Youthful and Budget-Conscious Easter Escapes" - Younger demographics are driving the Easter travel trend, prioritizing experiences and connections while being highly sensitive to the cost of their getaways.
Description of the trend (please name it): The "Youthful and Budget-Conscious Easter Escapes" trend indicates that individuals in the 18-34 age range are the most active in planning Easter travel for 2025. They are significantly more likely to take both domestic and international trips compared to older generations. While motivated by visiting family and friends and capitalizing on the holiday period, their destination choices are heavily influenced by cost and affordability. This suggests a preference for value-driven travel options, potentially including shorter city breaks, budget-friendly accommodations, and destinations offering a good balance of experiences and affordability.
What is consumer motivation: The primary consumer motivations for Easter travel in 2025 are:
Social Connection: Visiting family or friends is the leading motivator.
Convenience: Taking advantage of the long weekend provides a readily available opportunity for travel.
Family Needs: The alignment with school holidays is a significant factor for families with children.
What is driving trend: Several factors are driving the "Youthful and Budget-Conscious Easter Escapes" trend:
Time Availability: Younger working professionals and students often have more flexibility to utilize long weekends and school breaks for travel.
Desire for Experiences: Younger generations tend to prioritize experiences and creating memories through travel.
Cost Sensitivity: As they may have different financial priorities or be earlier in their careers, cost plays a crucial role in their travel decisions.
Social Influence: The desire to connect with loved ones, often geographically dispersed, drives travel plans.
What is motivation beyond the trend: While the main trend highlights younger, budget-conscious travelers, other motivations exist:
Avoiding Summer Crowds: A small segment travels during Easter to avoid the larger crowds and potentially higher prices associated with summer holidays.
Spontaneous Getaways: The late planning reported by many suggests a segment of travelers makes more impulsive decisions to take advantage of the holiday.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle): The article primarily focuses on UK adults in general, but provides specific insights into the following demographics:
Age: The article highlights significant differences in travel intent and behavior based on age, particularly emphasizing the higher propensity to travel among those aged 18-24 and 25-34 compared to those aged 55 and older.
Gender: Women show a slightly higher intention to travel than men.
Income: The article doesn't explicitly detail income levels, but the strong emphasis on cost and affordability as the main factor influencing destination choice suggests that a significant portion of travelers, especially the younger demographic driving the trend, are likely budget-conscious.
Lifestyle: The article suggests a lifestyle where utilizing long weekends and school holidays for travel is a priority, particularly for younger adults who value social connections and experiences.
Conclusions: The Easter 2025 travel landscape in the UK is characterized by a strong inclination among younger adults to travel, driven by the desire to connect with family and friends and take advantage of holiday time. Cost and affordability are paramount in their destination choices, indicating a focus on value. While overall travel intent exists across age groups, the enthusiasm and spending expectations are notably higher among younger demographics. The late planning habits of many travelers present both challenges and opportunities for the travel industry.
Implications for brands:
Targeted Marketing: Brands should focus their marketing efforts on younger demographics (18-34), highlighting destinations and packages that align with their interests (city breaks, beach holidays) and budget constraints.
Value Proposition: Emphasize affordability and value-for-money in Easter travel offerings. This could include deals, packages, and flexible booking options.
Family-Friendly Options: Cater to the needs of families traveling during school breaks with relevant packages and activities.
Last-Minute Deals: Given the trend of late planning, offering attractive last-minute deals and promotions closer to the Easter break could capture a significant portion of the market.
Social Media Engagement: Leverage social media platforms popular with younger demographics to showcase travel experiences and deals.
Focus on Connectivity: Highlight destinations and services that facilitate visits to family and friends.
Implication for society:
Boost to Domestic Tourism: A significant portion of travel is intended within the UK, which can provide a boost to local economies and tourism sectors.
Strengthening Social Bonds: The primary motivation of visiting family and friends suggests that travel plays a crucial role in maintaining and strengthening social connections.
Economic Impact of Youth Travel: The higher travel intent and spending expectations of younger adults indicate their growing economic influence in the tourism sector.
Implications for consumers:
Early Planning Advantage: Consumers who plan their Easter travel in advance (1-3 months out) may have a wider range of options and potentially better prices.
Budgeting and Cost Awareness: Travelers should prioritize budgeting and be prepared to make choices based on affordability, as this is a major determinant in destination selection.
Consider Domestic Options: For those prioritizing cost-effectiveness, domestic travel remains a popular choice.
Flexibility in Destination: Consumers might need to be flexible with their destination choices to find options that align with their budget and travel dates.
Implication for Future:
Continued Youth Dominance in Short Holiday Travel: The trend of younger generations driving travel during shorter holiday periods like Easter is likely to continue.
Growing Importance of Value Travel: With ongoing economic considerations, the demand for affordable and value-driven travel options is expected to increase.
Dynamic Planning Horizons: The mix of early and late planners will likely persist, requiring travel businesses to adapt their booking and marketing strategies accordingly.
Consumer Trend (name, detailed description): "Experience-Driven Budget Travel": Consumers, especially younger ones, prioritize travel experiences but are highly conscious of their spending. They seek out opportunities for meaningful travel that fits within their budget, potentially opting for shorter trips, budget accommodations, or destinations offering affordable activities.
Consumer Sub Trend (name, detailed description): "Socially Motivated Getaways": A significant driver for Easter travel is the desire to connect with family and friends. This sub-trend emphasizes the importance of travel as a means to nurture relationships and spend quality time with loved ones.
Big Social Trend (name, detailed description): "The Prioritization of Connection and Experience": Modern society increasingly values experiences and strong social connections over material possessions. Travel, particularly to see loved ones, aligns perfectly with this trend.
Worldwide Social Trend (name, detailed description): "Varied Holiday Travel Engagement": The article highlights that Easter travel is often less of a focus than Christmas or summer in the UK. This reflects a broader global trend where different holidays have varying levels of travel engagement depending on cultural significance, timing, and traditions within different regions.
Social Drive (name, detailed description): "Belonging and Connection": The fundamental human need to belong and connect with others is a powerful social drive influencing travel decisions, especially during holidays when social gatherings and family reunions are common.
Learnings for brands to use in 2025 (bullets, detailed description):
Focus on Younger Audiences: Tailor marketing messages and product offerings to resonate with the travel preferences and budget of younger adults (18-34). Highlight experience-based travel and opportunities for social connection.
Emphasize Value and Affordability: In a cost-conscious environment, clearly communicate the value proposition of travel options. Showcase deals, packages, and budget-friendly choices.
Cater to Social Travel: Frame travel as an opportunity to connect with family and friends. Offer group discounts or packages that facilitate social gatherings.
Be Ready for Late Bookings: Maintain flexibility in booking systems and be prepared to offer attractive last-minute deals to capture the significant portion of travelers who plan closer to the holiday.
Highlight Domestic Appeal: For brands focusing on the UK market, emphasize the appeal and convenience of domestic destinations.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Develop Targeted Digital Campaigns: Utilize social media and online advertising to reach younger demographics with visually engaging content that showcases Easter travel possibilities within various budget ranges.
Offer Flexible Booking and Cancellation Policies: To cater to potential uncertainty in planning, provide flexible options for bookings and cancellations.
Create Value-Added Packages: Bundle transportation, accommodation, and activities to offer cost-effective and attractive packages, especially for families and younger travelers.
Collaborate with Local Businesses: Partner with restaurants, attractions, and local experiences in popular Easter travel destinations to offer exclusive deals to customers.
Implement Dynamic Pricing Strategies: Adjust pricing based on demand and closer to the travel dates to optimize occupancy and revenue, catering to both early planners and last-minute bookers.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified): Easter 2025 travel in the UK is primarily driven by younger, budget-conscious individuals seeking meaningful social connections and experiences during the holiday period.
What brands & companies should do in 2025 to benefit from trend and how to do it: Brands and companies in the travel and tourism sector should strategically target younger demographics with affordable and experience-focused offerings. This can be achieved through:
Digital Marketing Focus: Utilize platforms like TikTok, Instagram, and YouTube with engaging content showcasing budget-friendly travel options and the social benefits of Easter getaways.
Partnerships with Influencers: Collaborate with travel influencers popular among younger audiences to promote relevant destinations and deals.
Mobile-First Approach: Ensure their booking platforms and marketing materials are optimized for mobile devices, as younger travelers are heavily reliant on their smartphones for planning and booking.
Highlighting Unique Experiences: Showcase the unique experiences available at different destinations, catering to the desire for memorable travel.
Offering Payment Flexibility: Consider options like installment payments or "book now, pay later" to make travel more accessible to budget-conscious consumers.
Final note:
Core Trend:
Name: Youthful and Budget-Conscious Social Travel
Detailed Description: The core trend revolves around younger UK adults (18-34) being the most active demographic for Easter 2025 travel. Their primary motivation is to visit family and friends and enjoy experiences during the long weekend and school breaks. However, their destination choices and travel plans are significantly influenced by cost and affordability, indicating a preference for value-driven options.
Core Strategy:
Name: Targeted Value-Oriented Marketing
Detailed Description: Travel brands should adopt a marketing strategy that directly targets younger demographics with clear messaging around affordability and the opportunity for social connection and memorable experiences during Easter. This includes utilizing digital channels popular with this age group and offering attractive packages and deals.
Core Industry Trend:
Name: Short-Term Holiday Travel Focus
Detailed Description: The Easter travel data highlights the importance of short holiday periods for the travel industry, particularly driven by younger generations. This necessitates that the industry develops strategies and offerings specifically tailored to these shorter travel windows, optimizing for convenience and value.
Core Consumer Motivation:
Name: Social Connection and Affordability
Detailed Description: The primary drivers for Easter travel in 2025 are the desire to connect with family and friends and the need for affordable travel options. This dual motivation shapes destination choices, spending habits, and planning timelines.
Final Conclusion: The Easter 2025 travel season in the UK presents a significant opportunity for travel brands to engage with a predominantly younger, budget-conscious demographic seeking to prioritize social connections and experiences. Success will hinge on offering value-driven options and employing targeted marketing strategies through relevant channels.
Core Trend Detailed: Youthful and Budget-Conscious Social Travel
Description: This trend signifies a notable shift in Easter travel behavior, primarily driven by younger adults (18-34 years old) who demonstrate a strong inclination to travel during this holiday period. Their primary motivation is deeply rooted in social connection, specifically visiting family and friends. While the desire for travel and these social engagements is prominent, this demographic is highly sensitive to the cost of their trips. This results in a focus on finding affordable travel options, potentially influencing their choice of destinations, accommodation, activities, and overall spending. The trend highlights a prioritization of experiences and relationships over extravagant spending during Easter travel.
Key Characteristics of the Trend (summary):
Youth-Driven: Younger adults are the most active participants in Easter travel.
Socially Motivated: Visiting family and friends is the primary driver.
Budget-Conscious: Cost and affordability are major decision-making factors.
Experience-Oriented: Despite budget constraints, the desire for travel experiences remains strong.
Domestic and International: Includes both travel within the UK and trips abroad.
Market and Cultural Signals Supporting the Trend (summary):
Higher Travel Intent Among Youth: Survey data explicitly shows significantly higher travel intent in the 18-24 and 25-34 age groups.
Cost as Top Priority: The survey highlights cost and affordability as the number one factor influencing destination choice for UK adults.
Visiting Loved Ones as Primary Motivation: The statistic that 40% of travelers are primarily motivated by visiting family or friends underscores the social aspect.
Cultural Value of Connection: Modern culture, especially among younger generations, places a high value on experiences and maintaining social ties. Long weekends like Easter provide opportunities to fulfill these values.
How the Trend Is Changing Consumer Behavior (summary):
Prioritization of Value: Consumers are actively seeking the best value for their money in travel, leading to increased research and comparison shopping.
Flexibility in Travel Choices: Budget-conscious travelers might be more open to less traditional destinations or types of accommodation that offer better affordability.
Increased Late Booking: The tendency for late planning might indicate consumers are waiting for deals or are making more spontaneous decisions based on availability and cost closer to the travel date.
Focus on Budget-Friendly Activities: Travelers might prioritize free or low-cost activities and experiences at their destinations to manage overall trip expenses.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):
For Brands and CPGs:
Targeted Product Offerings: Brands can tailor products and services to appeal to younger, budget-conscious travelers, such as travel-sized toiletries, affordable snack options, and entertainment packages.
Marketing Focus: Advertising campaigns should highlight value, convenience for social gatherings, and experiences rather than just luxury.
For Retailers:
Travel Essentials: Retailers can stock and promote travel essentials, snacks, and entertainment items relevant to budget travelers during the Easter period.
Partnerships: Collaborations with travel agencies or tourism boards could offer bundled deals and promotions.
For Consumers:
Greater Focus on Budgeting: Consumers will likely need to be more diligent in budgeting and planning their Easter trips to align with their financial constraints.
Potential for More Affordable Travel Options: The market's response to this trend could lead to more affordable travel options and deals becoming available.
Emphasis on Meaningful Connections: Consumers are likely to prioritize spending time with loved ones over purely extravagant travel experiences.
Strategic Forecast: This trend of youthful and budget-conscious social travel is likely to persist and potentially strengthen in the future. Economic factors and the evolving values of younger generations, who often prioritize experiences and connections, will continue to shape their travel habits. Travel brands will need to adapt their strategies to cater to this significant and growing market segment by offering value-driven and socially oriented travel options.
Final Thought: The essence of Easter 2025 travel for a significant portion of the UK population is about connecting with loved ones without breaking the bank, highlighting a desire for meaningful experiences within realistic budgetary constraints.
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