Brits Still Prioritise Holidays Despite Cost Pressures, New Cruise Line Research Finds

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Brits remain determined to take holidays despite ongoing financial pressures, with almost two-thirds willing to sacrifice everyday treats to save for their next trip, according to new research commissioned by Ambassador Cruise Line.

Jenni on Ambassador Cruise

The survey of 2,043 UK adults found that 65% would cut back on non-essential spending such as eating out, hobbies and trips to the cinema in order to afford a holiday, highlighting the continued importance of travel even as households face rising living costs and economic uncertainty.

While demand for holidays remains strong, affordability is playing an increasingly significant role in booking decisions.

More than half of respondents (51%) said the cost of a destination is one of the biggest influences when choosing where to travel, with flight prices cited by 38% as the biggest obstacle to booking a holiday in 2026. Accommodation costs followed closely behind, with 31% identifying hotel prices as a major barrier.

Value For Money Driving Holiday Choices

The research suggests that getting the best possible value has become the UK’s top purchasing priority. Half of those surveyed (50%) said value for money is the most important factor when making purchases, favouring holidays that include accommodation, meals and entertainment, or those offering discounts and added extras.

a couple booking their cruise together on a hotel bed

Despite increasing attention on environmental sustainability across the travel industry, relatively few consumers appear to be making travel decisions based on environmental concerns. Just 8% of respondents said a holiday’s environmental impact influences their choice of destination or holiday type, making it one of the least significant considerations across every age group surveyed.

Even with continued geopolitical uncertainty and cost of living pressures, three-quarters of respondents said they intend to book their next holiday rather than delaying plans to see how conditions develop.

Older travellers appeared particularly confident. Around 30% of those aged 55 and over said they have already booked their next holiday, demonstrating a willingness to continue travelling regardless of wider economic or global events.

Ambassador guests

The research also highlighted notable differences between age groups when it comes to perceived travel barriers. Only 4% of those aged 55 and above said language differences discourage them from booking overseas holidays, compared with 15% of 18 to 24-year-olds, suggesting younger travellers are significantly less confident about navigating foreign languages.

Younger Travellers Influenced By Heatwaves And Social Media

With the UK experiencing its third heatwave of the summer, younger adults were found to be far more likely to change their holiday plans because of rising temperatures.

Among respondents aged 18 to 24, 35% said recent hot weather had influenced their travel plans, while 41% said they were considering a “coolcation” in destinations with milder climates, such as Northern Europe or the Nordic countries.

Norwegian Fjords

By comparison, just 3% of those aged 65 and over said recent heatwaves had affected their plans, while 90% said they intended to stick with their existing staycation or overseas holiday regardless of the weather.

Travel inspiration also varies significantly between generations. Nearly half (46%) of people aged over 45 still rely primarily on traditional search engines when researching holidays, while almost one-third (31%) continue to seek advice from travel agents.

Among adults aged between 18 and 44, however, social media has become the dominant source of travel inspiration, with 65% saying they use social platforms rather than more traditional channels. That figure falls to 24% among travellers aged 45 and above.

Ambassador in Norway

Artificial intelligence has yet to become a mainstream travel planning tool. Overall, just 14% of respondents said they use AI to generate holiday ideas, although usage rises to 19% among those aged 18 to 44, compared with 9% of people aged 45 and over. Meanwhile, word of mouth remains particularly influential among those aged 45 to 64, while newspapers continue to provide travel inspiration for 16% of respondents aged 65 and above.

“A holiday abroad – once seen as the height of luxury – has clearly become a modern-day necessity for many. So long as they can guarantee value, Brits are willing to make everyday sacrifices because they recognise the benefits that travel brings – whether that’s spending quality time with loved ones, exploring new destinations or simply switching off from the busyness of modern-day life.

“This is particularly true of the older demographic who show greater confidence and willingness to travel despite geopolitical uncertainty and perceived barriers such as language differences, elevated costs of land-based accommodation in Europe or flight disruptions.

“Amidst the backdrop of the ever-rising cost of living, value – or ‘bang for your buck’ – is of even greater importance. As such, holidaymakers would do well to explore alternative types of holiday rather than sticking with the traditional hotel and flight itineraries which are proving the biggest barriers due to affordability and unreliability. No-fly cruises, for example, can offer fantastic value for money – thanks to affordable yet memorable itineraries, a mix of inclusive amenities, destination experiences and ‘all in’ pricing incorporating bed, board and entertainment.”

Christian Verhounig, CEO of Ambassador Cruise Line

Ambassador Cruise Line commissioned the survey through Mortar Research UK in July 2026, with responses gathered from 2,043 people across the UK.

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