Winter Travel Survey 2025: Nearly 8 in 10 Brits Plan to Travel This Winter

Despite rising costs and ongoing financial pressures, a remarkable 77% of UK residents are planning to travel this winter season, whether seeking sun-soaked beaches, reuniting with family, or exploring snowy slopes. However, economic realities are forcing 40% to adjust their plans, with some reducing spending and others canceling trips entirely.

This winter's travel landscape reveals a nation divided by generation. While younger Brits embrace international adventures and remote work opportunities, older travelers prioritize domestic journeys and family connections. This comprehensive survey of UK adults uncovers how Brits are navigating winter travel in 2025 and what's 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: Over a third (37%) are traveling to see loved ones, with consistency across most age brackets. This motivation resonates equally from Gen Z through Boomers, though the Silent Generation shows slightly higher family focus.

Warmth seekers: 35% are pursuing sunny destinations to escape British winter, particularly popular among Gen Z (39%) and Millennials (36%). Interestingly, Boomers match this enthusiasm at 38%, defying assumptions about older travelers.

Urban exploration: Major cities attract 29% of travelers, with relatively even distribution across generations. The Silent Generation shows surprising urban interest at 33%, matching younger cohorts. European getaways: Nearly a quarter (24%) are heading to continental Europe, with Gen Z most enthusiastic at 29%. This remains Britain's top international destination across all demographics.

Winter sports destinations: Cold weather and ski resorts appeal to 12% overall, dominated by younger travelers, 17% of Millennials and 16% of Gen Z; whilst barely registering for Boomers (3%) and absent among the Silent Generation.

Caribbean and Mexican warmth: Just 5% choose these destinations, though they maintain steady appeal across younger demographics.

Southeast Asian adventures: Another 5% are bound for this region, with Gen Z and Millennials leading at 7% each.

Blending Business with Leisure

The digital nomad concept continues gaining ground among British travelers, though with clear generational divisions. Of those traveling this winter, 21% intend working remotely full-time, whilst another 25% will work several days; meaning 46% are merging work with winter breaks.

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

Financial pressures are reshaping British travel patterns substantially, with younger generations bearing the greatest burden. 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

When choosing destinations, Brits prioritize various factors based on life circumstances:

Cost dominates considerations: 29% cite flight and travel costs as primary factor, rising to 35% for Gen X. Even Boomers show strong cost sensitivity at 30%, reflecting universal budget consciousness.

Weather weighs heavily: Nearly a quarter (23%) prioritize climate, increasing to 28% for Boomers who particularly seek favorable conditions.

Family locations matter: 22% focus on where relatives live, remaining fairly consistent across generations; though showing slightly higher importance for the Silent Generation at 25%.

Safety concerns peak with youth: 18% of Gen Z cite safety as paramount, the highest of any generation, compared to 8-16% for other age groups.

Activities appeal to younger travelers: 14% of Gen Z and 11% of Millennials prioritize available activities, dropping to just 7-9% for older generations.

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.