Where are British holidaymakers planning getaways for autumn and winter? Tapping into its wealth of internal search data, combined with a survey of UK travellers, HomeToGo has uncovered the trip trends on the horizon for cold season escapes.
Forecast brrr-eakdown ❄️
- The colder months are heating up: 74% of British travellers are planning trips for autumn and winter, a significant jump compared to 56% in 2022/2023.
- International travel is in demand: More than half (57%) of surveyed travellers planning getaways for this autumn and winter are looking for stays abroad.
- Looking for ways to save on autumn and winter getaways: Compared to previous years, 81% of holidaymakers said they have more desire to save money while travelling.
- Autumn Intelligence: When it comes to planning trips, 60% of travellers are considering using AI tools, like HomeToGo’s AI Mode, to help them decide where to go and what to book.
- Setting sights on summer: Looking ahead, 40% of travellers have started planning trips for summer 2024.
Traveller priorities and top destinations
Urban destinations top wish lists, with 43% of holidaymakers stating that they would be most eager to visit cities, followed by beaches and seaside spots (40%), picturesque small towns and villages (37%), mountains (28%), and lakeside locations (25%)*.
When asked about their preferred seasonal pastimes, travellers said they would like to visit Christmas markets (58%), seek out winter sun (41%), see the Northern Lights (34%), ski or snowboard (27%), and attend an Oktoberfest celebration (24%)*.
Top trending destinations for holidays in autumn and winter 2023/4, ranked and mapped:
Which factors influence trip planning?
When it comes to deciding on a holiday destination, price is the most important factor for autumn and winter trips in 2023/4, according to 57% of Brits. This is followed by weather/climate, and ease of access for the whole family. Other important factors include the location's cultural, culinary, and natural offerings*.
Looking for ways to save on travel
Travellers are getting more savvy with their spending this autumn and winter, finding ways to make their holiday money go further. Rather than giving up their travel plans, 81% of Brits are finding ways to cut costs on breaks, by:
AI: Autumn Intelligence
Eager to find easier, more effective ways to plan their travels, there's a growing curiosity among holidaymakers towards artificial intelligence tools. 60% of Brits surveyed stated that they are inclined to harness the power of artificial intelligence to help plan their trips. Moreover, in response to the question "Approximately how often do you use AI chatbots?", more than half reported that they are already using such tools at least several times a month:
HomeToGo is the marketplace with the world's largest selection of holiday rentals, listing millions of offers from thousands of trusted partners, including Booking.com, Vrbo and TripAdvisor. From holiday homes, cottages, flats, apartments, lodges, villas, houseboats, castles, farm stays and everything in between, HomeToGo combines price, destination, dates and amenities to find the perfect accommodation for any trip worldwide.
Founded in 2014, HomeToGo operates local apps & websites in 25 countries across Europe, North America, South America, Australia and Asia-Pacific. HomeToGo also operates brands such as Agriturismo.it, AMIVAC, Casamundo, CaseVacanza.it, e-domizil, EscapadaRural, Tripping.com and Wimdu. To learn more, visit www.hometogo.co.uk or download the HomeToGo app.
This forecast focuses on holiday rental travel trends and search behaviours for the autumn and winter seasons, taking place between 1 September 2023 and 20 March 2024. Findings are based on a combination of internal HomeToGo search data and external survey findings. More detailed information can be found below:
Survey Insights: Findings are based on research conducted by HomeToGo among a general population sample of 500 UK-based respondents. To participate in this survey, respondents had to be 18 or older. The survey was conducted on 13 August 2023. The comparison study for autumn and winter 2022/23 was conducted on 5 August 2022 and based its findings on responses from a general population sample of 500 UK-based respondents. To participate in this survey, respondents had to be 18 or older.
*Respondents were able to provide multiple responses for these survey questions.
Trending Destinations: Findings for top trending destinations are based on traveller searches for holiday rentals on hometogo.co.uk with following parameters: Search Period 1: 1 January - 23 August 2023 with check-in dates between 1 September 2023 - 20 March 2024. Search Period 2: 1 January - 23 August 20221 with check-in dates between 1 September 2022 - 20 March 2023.
Data was collected on 4 September 2023.