8 in 10 Brits Plan to Travel This Winter

Despite rising costs and ongoing financial pressures, 77% of UK residents still plan to travel this winter. Whether it's escaping to warmer destinations, visiting family and friends, or enjoying a winter getaway, travel remains a priority for many.

However, higher costs are influencing decisions, with 40% of travellers adjusting their plans by reducing spending or cancelling trips altogether. Winter travel preferences also vary significantly by generation. Younger Brits are more likely to pursue international travel and remote work opportunities, while older travellers tend to prioritise domestic trips and family connections.

This survey explores how UK adults are approaching winter travel in 2025 and the key factors shaping their decisions.

Key Findings

• 77% of UK residents planning winter travel, with 45% staying domestic and 32% venturing abroad
• Millennials demonstrate strongest international appetite at 37%, while Gen Z leads domestic travel at 60%
• Family visits drive 37% of winter journeys, closely followed by warm weather escapes at 35%
• Economic pressures forcing 40% to adjust plans: 31% reducing spending, 9% canceling entirely
• 46% of winter travelers incorporating remote work (21% full-time, 25% part-time)
• 44% have encountered unexpected roaming fees, with Gen Z experiencing highest rate at 68%

The British Travel Picture: Who's Going and Who's Staying Home

This winter season sees 45% of Brits traveling within the UK, while nearly a third (32%) are heading overseas. However, 35% have decided against travel altogether, revealing clear demographic patterns across age groups and regions.

Generational differences prove significant: Millennials show strongest international inclinations at 37%, followed by Gen Z at 40%. Meanwhile, older demographics lean homeward: 47% of Boomers and half the Silent Generation plan no winter travel.

For domestic journeys, Gen Z takes the lead with 60% traveling within Britain, compared to 52% of Millennials and dropping to 35-42% for older generations.

Regional analysis shows London residents most travel-ready at 56% planning trips, whilst the South East demonstrates balanced preferences between domestic and international destinations.

Where Brits Are Heading

Winter travelers have identified several key priorities for their journeys:

Family connections

• 37% are travelling to visit family and friends.
• This is the most common reason for winter travel, and interest is consistent across most age groups.
• The Silent Generation shows a slightly stronger focus on family visits.

Warm weather escapes

• 35% are travelling to sunny destinations.
• Gen Z (39%) and Millennials (36%) are the most likely to seek warmer weather.
• Boomers show similar interest at 38%.

City breaks

• 29% are planning trips to major cities.
• Interest is relatively consistent across generations.
• The Silent Generation shows surprisingly strong interest at 33%.

European getaways

• 24% are travelling to destinations in continental Europe.
• Europe remains the most popular international destination.
• Gen Z shows the highest interest at 29%.

Winter sports trips

• 12% are planning ski or winter sports holidays.
• Interest is strongest among Millennials (17%) and Gen Z (16%).
• Winter sports have limited appeal among Boomers (3%).
• No respondents from the Silent Generation selected this option.

Caribbean and Mexico

• 5% are travelling to the Caribbean or Mexico.
• Interest remains relatively consistent among younger travellers.
• Overall demand remains niche compared to European destinations.

Southeast Asia

• 5% are travelling to Southeast Asia.
• Gen Z and Millennials lead interest at 7% each.
• The region remains a popular long-haul option for younger travellers.

Blending Business with Leisure

Remote work continues to shape travel habits.

Among winter travellers:

• 21% plan to work remotely full-time
• 25% will work remotely for part of their trip
• 46% will combine work and leisure travel overall

The age gap proves stark: 28% of Millennial travelers plan full-time remote work, compared to 35% of Gen Z. Gen X participation drops to 21%, while barely 2% of Boomers and virtually no Silent Generation travelers plan remote working.

This trend varies significantly by region, with London professionals showing strongest adoption, reflecting the capital's concentration of knowledge workers and flexible employment arrangements.

Travel Motivations: Why Brits Travel

When asked about primary reasons for traveling, clear patterns emerge:

Family remains paramount: A third (33%) travel mainly to visit relatives or friends, with remarkable consistency across most ages; ranging from 27% of Millennials to 38% of the Silent Generation.

Relaxation attracts broadly: Nearly a quarter (23%) seek beach vacations and resort relaxation, maintaining fairly consistent appeal from Gen Z (25%) through older travelers.

Winter sports draw youth: 8% travel primarily for skiing and snowboarding, rising to 13% among Millennials and 12% for Gen Z, whilst barely 2% of Boomers share this interest.

Cultural exploration: 12% focus on experiencing new cultures and destinations, peaking at 18% for Gen X but maintaining reasonable interest across younger demographics.

Escaping cold weather: 10% cite this as their main driver, particularly strong among Boomers (15%) seeking warmth.

Business travel: Just 3% travel primarily for work, though this rises to 6% for Millennials.

The Cost of Living Impact

Rising costs are affecting travel plans across the UK, with younger generations feeling the impact most strongly.

Whilst 55% report unchanged plans, impact varies dramatically by age:

Millennials and Gen Z face toughest choices: 39% of Millennials are reducing trip scope, with 10% canceling completely. Gen Z follows similarly with 40% scaling back and 13% canceling altogether.

Older travelers maintain stability: Conversely, 85% of the Silent Generation and 68% of Boomers report unchanged plans, likely reflecting both greater financial security and different baseline expectations.

Regional patterns show northern areas experiencing slightly higher cancellation rates, whilst London residents demonstrate greater resilience with only 7% canceling trips entirely.

Notably, 5% actually plan increased spending, led by Millennials (7%) and Gen Z (6%), suggesting some travelers prioritize experiences despite economic headwinds.

Decision Drivers: What Determines Destination Selection

Top destination decision factors

Cost

• 29% say travel costs are the most important factor
• Rises to 35% among Gen X
• 30% of Boomers also prioritise cost

Weather

• 23% prioritise climate
• Increases to 28% among Boomers

Family location

• 22% choose destinations based on where family lives

Safety

• Especially important for Gen Z (18%)

2026 Travel Expectations

Despite current economic challenges, Brits maintain measured optimism about future travel, with age playing a significant role: Young travelers express confidence: 37% of Millennials expect increased travel in 2026, with Gen Z close behind at 44%. This optimism naturally diminishes with age, with just 17% of Boomers and 19% of the Silent Generation anticipate traveling more. Regional optimism varies modestly: London shows slightly elevated expectations, whilst other regions maintain relatively similar outlooks.

Spending projections mirror these sentiments. Millennials lead with 38% planning increased budgets, followed by Gen Z (44%). Meanwhile, 22% of Boomers plan reduced travel spending, though this doesn't reach the dramatic levels seen in some other demographics.

Staying Connected While Travelling

For international travelers, maintaining connectivity reveals both generational preferences and widespread frustrations.

Connectivity importance: 43% consider mobile data access "very important" upon landing. This peaks among Gen Z (55%) and Millennials (54%), whilst dropping sharply to just 13% for the Silent Generation.

The roaming charges problem: A substantial 44% of Brits have experienced unexpected roaming charges. Rates climb dramatically among younger travelers; 68% of Gen Z have faced surprise bills (40% once, 28% multiple times), with Millennials at 61% (39% once, 22% multiple times).

Among older travelers, 78% of Boomers and 77% of the Silent Generation have never encountered roaming charges, primarily reflecting lower international travel rates.

Connectivity solutions vary markedly among international travelers this winter:

• eSIM gains millennial traction: 45% of Millennials choose eSIM technology, compared to 49% of Gen Z but dropping to 28% for Gen X and just 8% for Boomers.
• Local SIM cards remain relevant: 20% opt for local SIMs, peaking at 29% for Gen Z.
• WiFi dependency increases with age: Only 10-13% of younger travelers rely solely on WiFi, but this jumps to 70% of Boomers and 56% of the Silent Generation.
• US carrier roaming (note: likely UK carrier roaming in practice): 11% overall use this option, highest among Millennials at 20%.

Spending patterns reflect experience: British travelers spend an average of £49 per international trip on mobile data. Millennials spend most at £64.90, with Gen Z at £66.10. The Silent Generation averages just £22.60.

Notably, 11% of Brits have never traveled internationally, rising to 18% among Boomers. When choosing connectivity, preferences are clear:

• Coverage and reliability: 26% prioritize signal quality, rising to 28% for Gen Z and Millennials
• Cost: 33% seek the cheapest option, particularly Boomers (40%) and Gen X (37%)
• Convenience: 16% want easy setup, especially Gen Z (22%) and Millennials (18%)
• Habit: 13% stick with familiar providers, increasing with age (25% of Silent Generation)

Winter Travel Insights

Winter 2025 travel patterns reveal a British population divided by generation, with economic realities, technology adoption, and life priorities creating distinct traveler profiles.

Millennials and Gen Z lead the charge: Most likely to travel internationally, work remotely whilst away, embrace new connectivity technologies like eSIM, and pursue adventurous destinations. Yet they're simultaneously facing the sharpest economic pressures, with highest rates of trip modifications and cancellations.

Older generations prioritize familiarity: Boomers and the Silent Generation focus primarily on family visits when traveling, showing limited interest in remote work arrangements or cutting-edge connectivity solutions. When they venture abroad, they favor trusted approaches and familiar destinations.

Gender patterns remain subtle: Unlike some markets, British travel patterns show relatively balanced gender distribution across most categories, suggesting more equitable access to travel resources and flexibility.

Economic pressures reshape but don't eliminate travel: Despite 40% adjusting plans due to rising costs, Brits remain committed to winter travel, finding ways to maintain connections and experiences even when scaling back spending.

Stay Connected With Nomad eSIM

Wherever your winter adventures lead you across the UK or beyond, reliable connectivity remains essential for navigation, coordination, and capturing memories.

With a Nomad eSIM, you gain dependable data access without physical SIM card complications, making it straightforward to locate restaurants, navigate unfamiliar cities, and maintain connections throughout your journey. This convenience enhances both the practicality and enjoyment of your travels.

Methodology

This survey was conducted in October 2025 by Talker Research among 1,000 UK adults, balanced to UK Census demographics.