British travellers are sacrificing their “everyday luxuries” to save for a holiday abroad, according to new data

Despite the rising cost of living, geopolitical uncertainty and increasingly frequent heatwaves, consumers are continuing to prioritise holidays, with 65 per cent agreeing they are happy to give up expenses such as eating out, hobbies and cinema trips in order to save for their next getaway.

The findings come from a July 2026 survey of 2,043 people in the UK, carried out by Ambassador Cruise Line in partnership with Mortar Research UK.

When making a purchase, half (50 per cent) of consumers prioritise getting “bang for their buck”, with packages that include, bed, board and entertainment, or deals offering discounted rates on additional bookings.

Half of respondents (51 per cent) agree that one of the biggest influences when choosing a holiday is the affordability of the destination with flight costs (38 per cent) and accommodation costs (31 per cent) proving the biggest barriers to booking a holiday in 2026.

While the combined effects of the rising cost of living and global geopolitical impacts have made some people more cautious about travel, three quarters of respondents said they were booking their next holiday rather than taking a “wait and see” approach in a lates market.

Furthermore, while often seen as a growing priority for consumers – particularly among Gen Z and Millennials – and despite industry-wide ESG policies in line with the government’s efforts to achieve net zero by 2050, just 8 per cent of Brits say a holiday’s environmental impact influences their decision.

With the UK currently experiencing its third heatwave of the summer, soaring temperatures are having a greater impact on the travel choices of younger people than the silver generation. More than a third (35 per cent) of 18–24-year-olds are feeling the heat saying the recent high temperatures have influenced their plans, with 41 per cent opting for a coolcation (destinations with milder temperatures i.e. Northern Europe and the Nordics) as a result.

While nearly half (46 per cent) of people over 45 remain committed to traditional search engines and almost a third (31 per cent) look to travel agents as their source of inspiration, 65 per cent of 18–44-year-olds say they rely on social media rather than more traditional sources.

Christian Verhounig, CEO of Ambassador Cruise Line, said: “A holiday abroad – once seen as the height of luxury – has clearly become a modern-day necessity for many. So long as they can guarantee value, Brits are willing to make everyday sacrifices because they recognise the benefits that travel brings – whether that’s spending quality time with loved ones, exploring new destinations or simply switching off from the busyness of modern-day life.

“This is particularly true of the older demographic who show greater confidence and willingness to travel despite geopolitical uncertainty and perceived barriers such as language differences, elevated costs of land-based accommodation in Europe or flight disruptions.”