The shift in city break preferences from Amsterdam and Barcelona to Krakow and Reykjavik reflects changing trends in British travelers’ preferences. While Amsterdam and Barcelona remain popular destinations, Krakow and Reykjavik are gaining traction due to various factors such as affordability, unique cultural experiences, and the appeal of exploring lesser-known destinations.
Krakow, known for its rich history, stunning architecture, and vibrant cultural scene, offers travelers a mix of historical landmarks, picturesque streets, and lively nightlife. Its affordability compared to other European cities makes it an attractive option for budget-conscious travelers.
On the other hand, Reykjavik, the capital of Iceland, is renowned for its breathtaking natural landscapes, including geothermal springs, glaciers, and the iconic Northern Lights. The city itself boasts a vibrant arts and music scene, along with charming cafes and restaurants serving Icelandic cuisine.
As travelers seek out new and diverse experiences, destinations like Krakow and Reykjavik offer a fresh perspective and the opportunity to explore lesser-known gems. This shift highlights the evolving nature of travel preferences and the desire for authentic and immersive experiences beyond traditional tourist hotspots.
The shift towards destinations like Krakow and Reykjavik is primarily driven by affordability, particularly in the case of Krakow, where travelers can enjoy budget-friendly options compared to more expensive cities like Amsterdam or Barcelona. Prague is also gaining popularity due to its competitive prices, attracting travelers seeking affordable city break options.
Reykjavik, on the other hand, offers a unique and novel alternative to traditional city break destinations. Travelers are increasingly interested in exploring new and less-visited locations, moving away from the more mainstream choices like Amsterdam and Barcelona. Reykjavik’s appeal lies in its stunning natural landscapes, vibrant culture, and the opportunity to experience something different from typical urban getaways.
While destinations like Paris and Rome continue to be perennial favorites, Paris is expected to see a surge in bookings due to the popularity of the TV series “Emily in Paris.” The show’s depiction of life in the French capital has generated increased interest among travelers, leading to a predicted rise in sales of Paris city breaks.
Additionally, travelers are willing to spend more on summer 2024 package holidays, indicating a trend of “trading up” to higher-quality experiences. This suggests that travelers are seeking more premium and curated travel experiences, willing to invest in memorable vacations that offer greater value and satisfaction.
The demand from British travelers with family ties, often referred to as the “VFR market” (Visiting Friends and Relatives), has led to exceptionally high prices for certain destinations, particularly during school summer holidays. According to Julia Lo Bue-Said, chief executive of Advantage Travel Partnership, trips to Cyprus during this period can be “eye-wateringly extortionate,” driven by the strong demand from the VFR market.
Lo Bue-Said notes that Spain and Greece continue to offer excellent value for families, thanks to the wide range of flight options and accommodations available. Additionally, Turkey stands out as a fantastic destination for families, with the pound stretching further once travelers arrive at their destination.
For travelers who are flexible with their destination choices, Lo Bue-Said suggests that there are still opportunities to find great value. By exploring various options and being open to different destinations, travelers can potentially discover affordable deals and enjoy memorable vacations without breaking the bank.
The trend of booking all-inclusive packages has seen a significant rise, with nearly half of holidaymakers now opting for this type of arrangement. Advantage Travel Partnership reports that the proportion of all-inclusive packages sold has increased from 35 percent in 2019 to 47 percent in 2024, marking a one-third increase.
In response to this growing demand, some hotels in Spain, which previously offered only breakfast or room-only accommodations, are now providing all-inclusive packages that include three meals a day along with unlimited drinks. This adjustment reflects the evolving preferences of travelers who seek convenience and value in their vacation experiences, opting for comprehensive packages that cover various aspects of their stay without the need for additional expenses.