On average, in 2024 UK travellers expect to go on 2.2 trips – up from 2.0 – as airlines continue to “restore” their global networks to meet customer demand.
Insurance (42%) and seat selection (34%) top the list of ancillary requests among the Britons surveyed.
In-destination activities also impact the booking process, in particular local cuisine (52%), sightseeing (43%) and beach (40%).
Skyscanner reported 43% of UK travellers said that word of mouth was their top source of travel inspiration, followed by film and TV (28%) and guidebooks (23%).
Just 8% used TikTok compared to around 20% for YouTube and Instagram and 15% for Facebook.
The Spanish city of Vigo topped the list of trending destinations for UK travellers, with Leipzig, Germany; Rimini, Italy; and Bydgoszcz, Poland, in second, third and fourth place, respectively.
Around 18,000 consumers in 15 markets – including the UK – were polled as part of the 2023/24 Skyscanner Horizons report into travel trends.
Hugh Aitken, vice-president of strategic relations and development at Skyscanner, said: “Airlines continue to restore and re-orientate their global networks to meet traveller demand. “Travellers in many markets are signalling a willingness to upgrade their fares and build customised itineraries that provide them with the best value.”
Mike Ferguson, destination marketing director at Skyscanner, said: “2023 has been a seminal year in travel. In all regions we see that travellers are highly engaged in the booking and planning process.”
