Three-quarters of UK adults (76%) have either already taken holidays, already booked holidays, and/or are planning to book a holiday this year. This is according to new data from the IPA Insight Pulse Poll of 2,000 people aged 18+, carried out by Opinium on 23-27 January and published today (19 February).
Breaking this data out, it reveals that nearly 9% of UK adults had already taken a holiday before the end of January this year (5.4% overseas and 3.4% in the UK). Meanwhile, more than a third (35%) have already booked their next trip (20% overseas and 15% in the UK), and 39% are currently planning their next holiday either overseas (22%) or in the UK (17%).
Additional highlights from the comprehensive dataset reveal:
On average, UK adults expect to spend over £2,000 on holidays this year
In terms of spend, the data reveals that the average amount that UK adults expect to spend on holidays this year is £2.126.50, with older generations and parents typically expecting to have a higher holiday budget. On average, parents with children under the age of 18 expect to spend £413 more than non-parents, while those aged 62-80 expect to spend £543 more on holidays than those aged 18-29.
Review sites most used to research holidays for all adults, while younger generation turn to social media
Review sites are used by 36% of UK adults and remain the most important resource for researching a holiday for UK adults, followed by recommendations from friends, family and colleagues (30%) and hotel or airline websites (28%). However, while social media is used as a holiday research tool by 18% of all adults, when breaking this figure down into demographics, it reveals that more than a third (38%) of 18-35s are using it.
Holiday bookings peak in March, while actual vacations peak in June
By a small margin, March is the most popular month for UK adults to book their holiday either abroad (15%) or in the UK (17%). Meanwhile, the most popular month for UK adults to actually go on their holiday abroad (20%) or stay in the UK (also 20%) is June.
Commenting, Sophie Dimond, Senior Insight Lead, IPA said:
“Given that the Met Office has said it has rained every day somewhere in the UK this year, and given the ongoing heaviness of current headlines, is it any wonder that so many of us are seeking escapism?
What’s particularly striking is the level of planned spend. An average budget of over £2,000 suggests that, even in a cautious climate, people are prepared to invest in time off.
“We’re also seeing clear generational differences in how people plan. While review sites remain the go-to source overall, younger adults are increasingly turning to social media for inspiration and research, highlighting the growing influence of digital platforms in shaping travel decisions.”
Download the full IPA Holiday booking plans 2026 report
Last updated 19 February 2026