The Travolution of Man (and Woman)

Feb 04, 2013, 10:26 ET from

CHESTER, England, February 4, 2013 /PRNewswire/ --


TravelSupermarket reveals how age influences the British holidaymaker

New research from TravelSupermarket has found average holiday budgets differ by up to £280 per person depending on their age as Brits' holiday requirements change throughout their adult life.

Those over 50 like to splash the most cash on comfortable travel and accommodation peaking in the 60 - 69 age group at £794 per person, plus £454 on spending money (£1,248 total). This compares to those aged 18 - 29 who fit the stereotype of 'holidaying on a shoestring' with an average spend of £540, plus £428 on spends (£968 total).

The research also found, surprisingly, that holidaymakers in their fifties are more experimental with their destination choices than young adults, and you're more likely to find someone in their forties on a camping holiday than any other generation.

According to the extensive study of 5,000 British holidaymakers, here's what the average main holiday for 2013 will look like for each age group:

18 - 29 - The adventure seekers

  • At this age holidaymakers are the most likely to go on an active break (15 per cent) such as skiing and mountain biking
  • They're the least likely to stay in the UK and most likely to visit Asia
  • When deciding where to go, they're keen to try something new (18 per cent) and are the most likely to be influenced by the destination's culture (18 per cent) and the activities available (18 per cent)
  • They are far more likely to go away with their friends (29 per cent) and their parents (19 per cent) compared to other adults
  • With money in short supply, this generation will spend an average of 8.44 days on 2013's main holiday, budgeting the least for travel and accommodation (£540) and spending money (£428)

Bob Atkinson, TravelSupermarket's travel expert, comments: "These adventure seekers, or as I like to call them, the 'discovery generation,' are looking for more than rest and relaxation. They want more active breaks that let them experience the world. Trips to Thailand and Mexico would suit this age group perfectly."

30 - 39 - The family facilitators

  • Almost a quarter (24 per cent) will choose a destination because it is a perfect place for a family holiday - they're also more likely to make this decision based on the price and least likely to be influenced by the weather compared to other ages
  • Family members, be it older or younger, prove to be popular travel partners - 47 per cent intend to go away with their children this year and 10 per cent will go with their parents
  • Those in their thirties are the most likely to choose an all-inclusive holiday compared to any other age group
  • While this age are most likely to be tempted by spa breaks (five per cent) more family friendly alternatives, such as beach (37 per cent) and villa holidays (18 per cent) are preferable
  • For this group, the average length of 2013's main holiday will be 8.70 days, where they will spend £585 on travel and accommodation and a further £452 in spending money per person

Bob Atkinson comments:  "Many people in this age group will be planning for family trips. All-inclusive and package holidays make it easier for families to budget for their break, and keep everyone happy. Menorca and the Algarve are some great family destinations that won't break the bank."

40 - 49 - Typical travellers

  • Families continue to be central to this group's holiday planning - they are most likely to go away with their children (49 per cent) and are starting to go away with their grandchildren as well (two per cent)
  • When heading abroad this year, the typical holiday most closely mirrors the average British getaway, with this group choosing beach holidays (39 per cent) in Spain (12 per cent) staying in self-catered accommodation (34 per cent) departing during August (23 per cent) reflecting the time of school holidays
  • Camping and caravan based holidays (16 per cent) are most popular with holidaymakers of this age
  • Holidaymakers in their forties are more likely to take more shorter breaks, in addition to their main holiday, than younger generations, while the length of their main holiday (9.2 days) and associated spend (£580 on travel and accommodation and £449 on spending money per person) will also be greater

Bob Atkinson comments:  "At this age, a lot of holidaymakers will still be heading abroad with their families. Typical family breaks, such as beach holidays in Spain will be fun for everyone, but for those looking to go on shorter breaks too FranceandItaly are also worth a visit."

50 - 59 - Experimental excursionists  

  • Those in their fifties are the most likely to go on a city break (31 per cent) and try out other, less typical holiday destinations like Turkey
  • As their children start to leave the home, they can afford to be more flexible with departure dates to avoid school holidays - 53 per cent will chose to take their main holiday between May and August
  • And with less family considerations, this age group becomes more experimental with their holiday choices. Their board and destinations choices are far more varied, however, the destination's accommodation is a key influence when deciding where to go (32 per cent)
  • At this age, the average length of 2013's main holiday will be 9.82 days, where they will spend £709 on travel and accommodation and a further £486 spending money per person

Bob Atkinson comments:  "People in their fifties want to try something different and experience new cultures and destinations. A city break in Istanbul or Marrakech is an ideal holiday for this generation - these vibrant cities offer a whole host of exciting places to visit and enjoy."  

60 - 69 - Sightseeing big spenders

  • With time and money on their hands, the look of the 2013's average main break for this age group will be the longest (11.15 days on average) and most expensive (£794 for travel and accommodation and £454 spending money) of all the age groups
  • Rather than travelling with them, this demographic is as likely to visit their family for their holiday as they are to hit the beach (32 per cent)
  • Compared to the younger age groups, price is the least influential factor when deciding where to go (35 per cent) while sightseeing opportunities have the most sway of those in their sixties (31 per cent)
  • They are also the generation most likely to take multiple main holidays

Bob Atkinson comments:  "With a bit more money and time on their hands, this age group can afford to go a little further afield for their main break. The USA and Australia offer some excellent sightseeing opportunities which are sure to be popular."

70+ - Gallivanting grandparents  

  • By their seventies, the beach is out of favour and holidaymakers prefer to spend their trips visiting family (30 per cent) or on a city break (23 per cent)
  • While cruises are popular among this age group, holidaymakers still like to stay close to home, with Spain (seven per cent) remaining a favourite destination choice. They are also the most likely to holiday in France
  • The safety and security of a destination is most likely to be considered, compared to other age groups, when deciding where to go
  • For this group, the average length of 2013's main holiday will be 10.3 days, where they will spend £703 on travel and accommodation and a further £367 in spending money per person

Bob Atkinson comments:  "Safety and security is front of mind for the over seventies and their holiday itineraries will be somewhat more relaxed. Cruises around the Mediterranean, Baltic or the Caribbean for example are an ideal option for those who want to travel in comfort and style."

Bob Atkinson concludes: "Each of us look for something different from our holidays. While some are juggling family commitments, tight budgets or school timetables, others are looking to make the most of their free time after retirement. Thankfully, there are lots of options available to us. My advice is to do plenty of research into holidays that will suit your own needs and to use a price comparison website to help decide where you want to go as well as ensuring you get the best deal for your budget."


Notes to editors:

Sample prices are available on request.

Opinium Research carried out an online survey of 5,256 UK holidaymakers, on behalf of, aged 18+ from 27 November to 7 December 2012. Results have been weighted to nationally representative criteria.

About TravelSupermarket

TravelSupermarket is an online comparison service where customers can find the best value travel options for their needs and purchase over the internet. The website compares flights, car hire, hotels, cruise, package holidays plus dynamic packaging by searching hundreds of travel websites. The information supplied is unbiased and is designed to save the customer time and money.

The site thrives on offering its users accurate real time availability by taking information directly from suppliers such as Opodo, British Airways, Thomas Cook, First Choice, Radisson, Sol Melia, easyCar, Auto-Europe and many more, ensuring users are presented the best possible price at all times. It searches:

  • Over 650 scheduled, low cost and charter airlines from 39 individual suppliers
  • Over 200,000 individual hotels from over 42 individual hotel suppliers
  • Over 200 individual car hire providers from over 21 suppliers
  • 1,000s of individual package holidays from over 34 suppliers

Additionally, TravelSupermarket also compares prices on travel insurance and on airport car parking.

TravelSupermarket is part of the Group PLC. is a website where consumers can compare personal finance products, save money and apply online. The website has several service areas including personal loans, credit cards, mortgages, current accounts, savings accounts, motor insurance, home insurance, travel insurance, health insurance, mobile phones, broadband and shopping.

Emma Morris, TravelSupermarket,, +44-(0)1244-220-671