UK summer holiday spending on the rise, says Booking.com

June 19, 2025

British holidaymakers are preparing to splash out on summer travel this year, with an unexpected destination emerging as the top overseas holiday choice, according to new research from Booking.com. Olivia Palamountain reports

New data from Booking.com shows 39% of Brits expect to spend more on their 2025 trips than they did last year, signalling a strong appetite for enhanced travel experiences.

Any guesses where they want to go? The number one spot for Brits heading abroad isn't the Mediterranean. This year, UK travellers are swapping Europe for the Emirates, with Dubai leading UK preferences.

This is followed by Barcelona and Paris rounding out the top three. Spanish destinations also dominate the UK list, with Benidorm, Palma de Mallorca and Malaga all featuring in the top 10 alongside Portugal's Albufeira and Lisbon.

Globally, Egyptian Red Sea resorts are experiencing a surge in popularity, with Hurghada topping the worldwide trending destinations list.

Sharm El Sheikh, also in Egypt, ranks second globally and claims the top spot for couples' destinations worldwide. The data shows couples increasingly prioritise travel experiences over material gifts, with 76% of millennials, 77% of Generation Z, and 65% of baby boomers preferring travel to physical presents.

Family travel is driving significant demand, with 52% of parents making holidays a top annual priority. However, modern families seek more than traditional sun-and-sand breaks, with 88% of parents looking for trips that expose children to diverse cultures and experiences.

Tokyo features prominently across multiple categories, ranking fourth globally and second for both family and couples' travel, reflecting growing interest in cultural immersion alongside traditional beach destinations.

Cyprus's Ayia Napa emerges as the preferred destination for group holidays, whilst the complete global top 10 includes Bangkok, Alicante, Nice, Rimini and Dubrovnik.

The trend towards alternative accommodation continues to gain momentum, with searches for unique stays increasing by 10% year-on-year compared to summer 2024. Booking.com now offers over 8.1 million listings including homes, apartments, boats, treehouses and beachfront bungalows across more than 30 accommodation categories.

The platform is offering Getaway Deals with discounts up to 20% for stays with checkout before September 30, 2025, alongside enhanced benefits for Genius loyalty programme members including free room upgrades and breakfast at participating properties.

UK Travellers: Top Trending Destinations for Summer 2025