By taking advantage of shorter flights and off-peak deals, holidaymakers are flying to European cities for breakfast, lunch and dinner before being back in their own beds in the early hours.
A new trend report from London Luton Airport (LLA) has found that, as passenger numbers continue to rise closer to pre-pandemic levels, holiday habits are becoming bolder, braver and budget friendly.
And over half (56%) of holidaymakers are looking at Destination Dupes for their summer vacation, taking popular long-haul locations and finding cheaper alternatives for the same effect. In a bid to keep up with what’s new, 45% said they are influenced by social media, travelling to trending but less familiar destinations, such as Albania, dubbed the Maldives of Europe and just a short hop from LLA.
Almost two thirds (64%) said they were making the most of their annual leave by taking multiple 24-hour vacations. The majority (91%) of Holi-dayers who would opt for an early outbound flight and late return flight said eliminating accommodation costs (39%), the ability to be flexible with last-minute trips (35%), and the ability to explore a new city while enjoying their own bed (35%) were the top allures of same-day travel.
In fact, with flight times to the capital Tirana at just three hours, a trip there with Wizz Air on Valentine’s Day – departing Luton at 7.10am and leaving Albania at 11.05pm could cost lovers strapped for time and cash as little as £40 each – and have them back in Luton at 1.30am – without having to wait for any luggage.
Swiftie Stays and Sister Moons were also high on the list for the 2,000 adults researched, with over half (52%) of female travellers looking forward to celebrating big life events such as pregnancies or career wins with their best friends and siblings.
Following the lead of Taylor Swift fans, who will travel anywhere they can to see her perform and who boosted the US economy to tune of $4.6bn by flying in catch tickets for her Eras Tour last year, 74% said they believed tours offer the perfect excuse explore a new destination and embrace a new culture (71%). Almost a third (32%) it was the best way to get cheaper gig tickets.
Over a quarter of travellers (27%) were confident enough to use AI to match their budget and itineraries to suggested deals and 13% would even use AI to actually book their getaway.
The desire for bravery breaks is set to rise, with almost half (47%) expressing a preference for exciting travel experiences, closely followed by unique (42%) and adventurous (33%) pursuits.
Despite taking more holidays, 45% are keen to limit their carbon footprint and are actively trying to make their trips more sustainable. In a bid to be more eco-friendly 59% said they would rent bulky items like ski outfits and equipment at their resort, the same number said they would buy their toiletries abroad and 60% take a carry-on bag rather than booking in heavy luggage.
Over half (56%) said they found the challenge of minimalist packing an adventure and 44% turned to social media for tips on mastering the art.
Clare Armstrong, at London Luton Airport said, “As a leading UK airport for a growing number of destinations, it’s exciting to see the many reasons why two-thirds (62%) of travellers are so eager to explore the continent this year. Whether it is families seeking sunshine, music lovers heading to Europe’s many festivals, or day trippers searching for hassle-free city breaks, we look forward to providing a simple and friendly passenger experience to everyone passing through London Luton Airport this year.”
