PoB Whitepaper has revealed the biggest UK travel trends for 2025, as part of its commitment to discovering what exactly the affluent traveller is looking for from the country’s holiday destinations.
In collaboration with Altiant, the British hotel collection has surveyed around 2,000 people in the UK to uncover their luxury travel preferences, and thus, spotlight the top ten trends shaping the market. Most of the respondents to the August 2024 study were already PoB clients, with the median investable asset being £115,000.
Speaking to TTG Luxury, PoB chief executive Kalindi Juneja says that the findings of the whitepaper report - which were unveiled today at Harvey Nichols in London - weren’t meant to “surprise” the industry. Rather, the results serve to provide more detail on what had previously been revealed in the company’s 2024 trends report.
“We really drilled into the data we already had, and we wanted to share it with the market,” she explains. “We want to share it with the industry. We want to be thought leaders, to give back, and to shape the future of UK hospitality.”
Key trends included in the report include shifting food preferences and increasing price sensitivity, as well as a specific focus on nature-integrated wellness, coasts and culture, and sustainability.
No Frills Dining
Food has always been a driver in influencing travel decisions, with last year’s report finding that 82% of respondents considered the culinary offerings a primary factor in their holiday plans.
PoB was keen to further investigate this trend for 2025, to determine what exactly guests want - and don’t want - from their cuisine when travelling.
“We already knew that food was often what made the final decision on the hotel someone booked,” Juneja explains. “But this year, we went deeper. Firstly, we found that 30% of our guests look for some form of accreditation in fine dining destinations.” As for the quality of the food, almost 80% of guests reported “locally sourced and seasonal ingredients” as essential to their dining experience.
There has also been a shift in guests’ expectations from luxury hotel restaurants, which have traditionally been known for their rich menus, lavish interiors and formal service.
Juneja explains that while there is still a demand for such fine dining on occasion, travellers are increasingly reporting a preference for more casual eats. A inclination towards shorter meal times with healthier choices is also clear, which likely goes hand-in-hand with the rising popularity in wellness.
“If you are going to a spa retreat, you don’t want to go to bed after six courses,” Juneja says. “We’re seeing more requests for lighter and plant-based options, even if the guest isn’t vegetarian or vegan.”
Price Sensitivity
Another factor that affects travel plans is price sensitivity, according to the report. Its findings revealed an increased demand for fully packaged UK holidays, which ensure the client gets the best value for their money and reduces financial stress during the trip.
“One of the deterrents to holidaying in the UK is often cost, as so many of the European counterpart hotels are offering a lot of all-inclusive options,” Juneja explains.
This preference for fully packaged holidays is also likely influenced by UK travellers’ general dislike of surprise charges on their bill after checkout.
“Guests want more generosity from hotels, whether it’s dinner or the mini bar included,” Juneja says, adding that this preference for transparent pricing even applies to the high-net-worth client.
Nature-integrated wellness
With last year’s report confirming wellness and mental respite to be hugely important to UK travellers, PoB was keen to offer more insight into how the industry can better cater to this demand.
The report noted a spike in interest for outdoor activities specifically, with 45% respondents saying they wanted to experience nature while at the destination. However, the report also found the unpredictable UK weather to be the leading deterrent to booking domestic travel. These results highlight the importance of hotels offering extra amenities to temper the elements, such as complimentary umbrellas and blankets on outdoor seating.
Culture and coastlines
With more travellers looking to escape the crowds of the UK’s cities, the South West of England is poised to emerge as a key destination in 2025. Regions such as Scotland, the Cotswolds, and the North-East of England are also gaining popularity, with each of these areas boasting unique escapes and hidden gems. PoB’s report revealed that 45% of travellers now prioritise visiting lesser-known locales, again reflecting a growing desire to explore off-the-beaten-path destinations.
Sustainability
Almost half (48%) of the respondents said they’d prefer to book hotels that have sustainable practices, emphasising the importance of local food sourcing, food waste reduction, and minimising plastic and water usage.
However, the results also showed that while clients value these environmental initiatives, they do not necessarily want to pay a premium for them; rather, they expect such practices to be standard.
