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Holiday booking plans 2025

IPA Insight Pulse Poll

An IPA Insight Pulse Poll of 2,000 people aged 18+, commissioned by the IPA and conducted by Opinium, revealing the UK's holiday booking plans for 2025.

Key findings:

  • One in 20 (5%) consider AI tools and chatbots to be the most important resource when researching a holiday.
  • Gen Z spend the least time between booking and going on holiday, booking a trip on average 14 weeks in advance.
  • 12% of Brits have already been on holiday this year. 
  • Domestic holidaymakers are most likely to travel in April (20%), while overseas holidaymakers travel in June (19%).
  • Holidaymakers spend on average 3.8 weeks researching a holiday before they book.

The nationally representative poll was commissioned by the IPA among a sample of 2,000 UK adults in employment and was undertaken by Opinium in February 2025. The full data is available on request by contacting insight@ipa.co.uk.

Published February 2025