January 2025
Featured in this insight: Food & drink
A recent survey has revealed that nearly one in five holidaymakers plan their trips based around food, with relaxation, cultural experiences, beaches, and the weather also ranking as top factors. The poll of 2,000 travellers, commissioned by by Jet2holidays, found that 19% of participants choose their holiday destinations primarily for the cuisine, with 25% even returning to the same location for this reason.
The research also highlighted that 37% of holidaymakers always research dining options before booking, and 17% create a list of foods they’re eager to try.
When choosing where to travel, nearly a third of Britons rely on social media for inspiration, while 62% take recommendations from family and friends into account. Cost and budget are key considerations for 47% of respondents, with 29% influenced by weather, and 25% by the quality of accommodation.
On average, holidaymakers spend six hours researching their trip, typically planning around five months in advance.
Travel blog Shared Suitcase observed - "These findings highlight how deeply food, culture, and overall experience have become integral to the modern traveller’s decision-making process. It’s clear that people are seeking more than just a destination—they’re looking for an authentic and immersive experience that engages all their senses. Whether it’s tasting local cuisine, exploring cultural landmarks, or simply enjoying the right climate, travellers are making choices that align with their desire for memorable, well-rounded holidays.”.
View more of our sector specific insights: Food & drink
