HomeToGo, the marketplace with the world's largest selection of holiday rentals, has released findings from its 2023 Summer Travel Forecast, revealing how Brits are planning trips for the sunny summer season.

Travellers are packing their bags, checking the weather forecast, and setting their sights on a bright summer ahead, full of relaxation and restoration. Charged up about what is typically the busiest travel season of the year, HomeToGo has gathered extensive research to uncover the trends that will define the summer of 2023. Key findings include the sources from which travellers are gathering inspiration, the top spots to which they're heading, and how they plan to spend their time and money while on holiday this summer.

Executive Summer-y ☀️

• Bargain hunting, not budget cutting - Travellers are becoming more budget savvy, showing an increased appetite for travel deals and paying extra close attention to where and how they choose to spend their money.
• Recharging batteries - Holidaymakers will be visiting serene spots in search of relaxation this summer, choosing restorative breaks over exciting adventures, and hidden gems over iconic destinations.
• Exploring eco-friendly options - Many Brits are more carefully considering the environmental impact of their trips, and the actions they can take to move towards travelling more sustainably.
• Summer set-jetting - Films and television are inspiring British travellers of all ages to visit the stunning destinations they’ve seen on screen.
• Vacation Vorfreude - After three years of planning uncertainty brought about by restrictions and flight chaos, travellers are once again embracing vacation 'Vorfreude' - joyful anticipation and excitement for trip planning.

Many British holidaymakers are trying to stay spend-savvy for the season ahead, with over half (58%) of travellers surveyed stating that they have more desire to seek out discounts and travel deals for this summer in comparison to previous years. When asked about the area in which they'd be most eager to make savings, the largest percentage (29%) of respondents selected transportation, followed by activities (27%), food and drink (20%) and, finally, accommodation (17%).

Despite rising costs of living and economic uncertainty, a high majority of Brits (84%) stated that they still see travel as a worthwhile expenditure, with 42% actually indicating a desire to spend more on travel this summer.

“When looking for an in-budget beach retreat, staying flexible with your location is a great way to find a top deal. Instead of heading straight for well-known spots, it can pay to explore the area around your desired destination in search of a lesser-known, lower-cost hidden gem. HomeToGo’s unique ‘distance from water’ search feature makes this process quick and hassle-free, using smart filtering and mapping techniques to find competitively priced accommodation that's close to a beach.”

- Eleanor Moody, UK Travel Expert

Affordable summer staycation spots for less than £50 per person, per night:

Camelford, Cornwall

Median nightly price per person for a holiday rental: £29.30

Lostwithiel, Cornwall

Median nightly price per person for a holiday rental: £31.36

Leek, Staffordshire

Median nightly price per person for a holiday rental: £31.51

Knighton, Powys

Median nightly price per person for a holiday rental: £42.74

Recharging is a top priority amongst British travellers for the season ahead, as 69% of survey participants described their perfect summer 2023 holiday as relaxing as opposed to thrilling, with the same percentage indicating that they would choose wellness activities over partying.

With relaxation in mind, HomeToGo has seen searches for a selection of Europe's sun-kissed coastal villages, under-the-radar islands and hidden gem lakes more than double amongst British travellers for stays in summer 2023.

Fiskardo, Greece

Search Trend: +100.6% YoY

Grimaud, France

Search Trend: +101.3% YoY

Korčula, Croatia

Search Trend: +118.3% YoY

Lake Orta, Italy

Search Trend: +135.3% YoY

Beyond taking care of their wallets and wellbeing, many British travellers are also paying mind to the eco-impact of their trips.

76% of respondents stated that they feel it is important to travel more sustainably, with 30% reporting that they're already taking action to make their holidays this summer more eco-friendly. Moreover, two-thirds of respondents (67%) indicated that the eco-friendliness of an accommodation offer factors into their booking decision, with nearly the same amount (62%) willing to pay a premium for a more sustainable option.

When asked to indicate the sources from which they take travel inspiration, 56% of British travellers selected television shows and film, with the same percentage choosing word of mouth. Social media was similarly popular, with 48% of survey respondents selecting Instagram, 41% Facebook and 32% TikTok. Literature also made an appearance, with 29% of participants stating that they gather trip ideas from books and other writings.

Following a blockbuster year for cinema and television, British travellers of all ages are getting inspired to visit the destinations they’ve seen on-screen during the summer ahead. Film and television was the only source of inspiration to appear as a top three choice for every generation of traveller, as can be seen in the breakdown below.

Fantastic Destinations for Film Buffs

New Zealand

As seen in: The Rings of Power

Search Trend: +14.1% YoY

Paris, France

As seen in: Emily in Paris

Search Trend: +24.8% YoY

Romania

As seen in: Wednesday

Search Trend: +32.8% YoY

Sicily, Italy

As seen in: The White Lotus, Season 2

Search Trend: +54.7% YoY

The most in-demand destinations for summer 2023 amongst travellers from the UK:

Methodology

Research conducted by HomeToGo among a general population sample of 500 respondents in total. To participate in this survey, respondents had to be 18 or older and based in the United Kingdom. The survey was conducted on 6 March 2023.

Destination demand insight is based on searches made for accommodation via hometogo.co.uk between 21 March 2022 - 21 March 2023, with any check-in date between 21 June 2023 - 22 September 2023.