Looking back over the past decade, no single event has reshaped travel quite like the pandemic. It fundamentally changed how people value their time away – turning holidays from occasional treats into emotional essentials. Consumers are now more willing to prioritise spending on meaningful escapes.
Spending on travel has grown consistently since March 2021, with travel agents, airlines and package holidays all seeing renewed demand. In fact, 33% of consumers say they now spend a greater share of their income on holidays, and nearly half (49%) say they value them more than they did a decade ago.
What's trending now?
Flexibility, affordability and personal relevance are driving new preferences in how people holiday.
36% prefer staycations -supported by hybrid work and cost-conscious choices
38% of under-35s now prefer package holidays, highlighting a renewed interest in value-for-money and convenience
Turkey now ranks 5th in UK spend abroad (up from 8th in 2019) – climbing the ranks due to its status as a more affordable alternative to traditional luxury hotspots, and the growing popularity of its aesthetics industry
Top 10 destinations for spending abroad 2019 to 2024
While Spain has remained the top destination for UK travellers over the past five years, other countries are rising in popularity. Since 2019, Turkey has climbed to 5th place, signalling its growing appeal among UK consumers.
Top 10 destinations for spending abroad from 2019 to 2024
This bar chart shows the top 10 international destinations by number of transactions made with UK-issued Barclays debit and credit cards. The chart compares the top destinations year-on-year.
- X-axis: Time, shown yearly from 2019 to 2024
- Y-axis: Rank of country (1 = highest number of transactions, 10 = lowest number of transactions among top 10)
Data highlights:
- Top destination in 2019 was Spain, followed by France, USA, Italy, UAE, Ireland, Portugal, Turkey, Greece, Poland
- Top destination in 2020 was Spain, followed by France, Italy, USA, UAE, Poland, Romania, Turkey, Greece, Ireland
- Top destination in 2021 was Spain, followed by France, UAE, Italy, Greece, USA, Romania, Portugal, Ireland, Poland
- Top destination in 2022 was Spain, followed by France, USA, Italy, UAE, Turkey, Greece, Portugal, Ireland, Poland
- Top destination in 2023 was Spain, followed by France, USA, Italy, Turkey, UAE, Greece, Ireland, Portugal, Netherlands
- Top destination in 2024 was Spain, followed by France, USA, Italy, Turkey, UAE, Greece, Ireland, Portugal, Germany
Social influence in the spotlight
Social media is increasingly shaping holiday decisions for many and influencing everything from destinations to travel styles.
38% now research holidays on social media before booking
30% say their travel spend is more influenced by online content than 10 years ago
What this means for brands
Travel is emotional, social and increasingly strategic. Brands need to offer flexibility, inspiration and meaningful value.
“Social media and online communities now play a fundamental role in all elements of holiday choices, from where to stay, the restaurants to book and even the outfits to wear on the plane and the beach.”
Simon Atkinson, Director and Head of Travel at Barclays
Get in touch
To discuss your business requirements and how Barclays can support you, contact us today.