The study finds that British travelers are willing to spend an average of about $4,612 per person on their ideal holiday, including flights, accommodation, meals, and activities. Even more revealing: 49% of respondents say they’re ready to exceed their budget to achieve that perfect escape, while 64% want better flights and lodging to elevate their trip. These figures signal a paradigm shift: travelers are seeking more than a destination—they want a distinctive experience, luxury with purpose, and a story to tell.
By generation, Baby Boomers maintain the highest budgets, with an estimated average spend of $5,563 per person. Generation X comes in lower (around $3,919), and notably, Gen Z is the cohort most likely to “break” their budget to meet holiday expectations, with 57% saying they would overspend to get the trip they want.
Beyond the numbers lies a firm trend toward “luxury with purpose”: travelers no longer settle for ticking off famous sights; they want depth, emotional connection, and meaningful, memorable experiences that transcend a simple snapshot. This inclination fits destinations like Dubai, New York, and Kyoto, which offer far more than scenery: they offer stories, contrasts, cultural fusion, and top-tier leisure.
These places are not mere backdrops; they reflect a mindset shift among British travelers who want to “treat themselves” on a defining getaway. Trips once considered “exceptional” are becoming more common because travelers are willing to invest in what they truly value. In this sense, New York blends architecture, art, music, gastronomy, shopping, and a vibrant urban life; Kyoto offers centuries-old temples, Zen gardens, and evocative traditions; and Dubai provides refined luxury, beaches, desert experiences, high-end thrills, and fun.
For tourism professionals, the implications are clear: offerings must adapt to a traveler profile that wants more than flights and a room. They require differentiated experiences, boutique or luxury stays, exclusive activities, personalized services, and a narrative that meets this hunger for uniqueness. Destinations that grasp this have an opportunity to harness the willingness to spend more and turn it into sustainable growth.
In short, the study underscores that British travelers no longer just “want a holiday”—they want “an experience,” and they’re willing to stretch their budget to choose destinations once deemed aspirational. New York, Dubai, and Kyoto emerge as leaders in this category of dream escapes and point to the direction of high-value tourism: a blend of quality, authenticity, emotion, and exclusivity.
