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As well as spotlighting the most popular destinations that British Airways Holidays customers are searching for, the report examines the biggest emerging trends that will help shape travel behaviour over the coming year, informed both by qualitative research from Globetrender and quant data from a YouGov Plc survey of 2,104 adults in November 2025, conducted on behalf of British Airways Holidays.
Jenny Southan, editor, founder and CEO of Globetrender and author of the report, says: “In a world shaped by economic pressure, digital saturation and rising social fragmentation, holidays are becoming spaces of transformation – opportunities for people to test new identities, restore mental balance and discover forms of joy that everyday routines suppress.
"This shift marks a profound redefinition of what a holiday is for: not just escape, but expansion. The findings in this report show a British traveller who is more experimental, more introspective and more values-driven than ever before.
"Whether it’s embracing body-positive liberation through Uninhibited Holidays, stepping inside screen-born worlds via Stream Parks, rethinking loyalty through The Valueverse, syncing holidays with biological rhythms in Chronocations or exploring the frontiers of cognitive wellbeing through Neurosurfing, what unites these trends is a desire to feel more alive when we travel."
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