Winter travel trends: A place in the sun
In the immortal words of Eddard Stark, ‘Winter is coming’, but with the cold drawing in, many Brits are looking to escape to sunnier climes. Based on Mail Metro Media’s latest research piece, they examine why, when, where, and how holidaymakers are chasing the winter sun in 2024/25.
Motivations for winter travel
Seven in every ten Brits either plan to get away this winter or have done so previously. The most popular reason for holidaying over winter is the desire to visit destinations during quieter periods, but escaping the UK weather is a close second.
As with most holidays, good value for money remains the factor that most influences their readers’ choice of destination (37%), but in winter, sunny weather comes in second (32%).
“I love escaping the cold and drudge of the wet and cold nights. It breaks the winter slog up.”
18-34-year-olds and 35-54-year-olds place less significance on finding good weather – with only 29% and 23% telling us it was something they are looking for from their holiday, respectively. But for those over 55, this shoots up to 41%. Overall, a third of Mail Metro Media readers cite sunny weather as one of the top three factors likely to influence their choice of winter destination.
Winter escape planning
Brits don’t like to delay their trip, with the intention to holiday this winter peaking in early December. Of those planning a winter break, over 55s are significantly more likely to be planning to go later (19%).
With many looking to escape sooner rather than later, two-fifths of readers will book their trip only one month before they set off!
Destination hotspots
The rise of the staycation is prevalent in winter travel too, with more than half of those planning to travel remaining in the UK for at least one holiday. Short-haul is also a very popular choice, with 53% of holidaymakers planning to visit Europe this chilly season. Just 29% plan on venturing further afield, although this rises for the over 55s.
Many factors influence where consumers will head. As expected, value for money is the most influential, with winter sun coming in second, followed by local food options and having interesting places to visit tying in third.
Booking habits
Nearly half of their readers plan on booking a package holiday that combines travel and accommodation as they chase the winter sun, with four in ten planning to book them separately. This trend changes for the under 55s, who are significantly more likely to book travel and accommodation separately (52%).
Key takeaways for brands
Many readers depend on winter holidays to escape the dreary UK weather and an opportunity to soak up some winter sun, often willing to travel further afield to long-haul destinations. Beach holidays are the most popular holiday type amongst readers this winter, with 30% planning to get sandy.
“I tend to go on a two-week holiday in October for some late summer sun and then away to the Caribbean in February to get away from the cold.”
Brands can capitalise on the fact that many consumers enjoy travelling in the winter to avoid the crowds that exist during peak season by showcasing their sunny destinations that are busier during the summer.
Holidays in the winter sun are considered something to look forward to, as well as offering lower prices and better deals. Advertisers can capitalise on this by promoting package holidays, including deals on all-inclusive and cruise holidays, as well as long-haul trips to sunnier destinations, encouraging consumers to book last minute.
Josephine Gellatly
Josephine is the Senior Research & Data Executive at Mail Metro Media.
