Key Trends Across Europe As the days grow shorter and the temperature begins to drop, many of us are looking for ways to hold on to that summer feeling just a little longer. To help satisfy that longing, we’re excited to share our insights from the 2024 summer holiday survey. We asked 5,000 people from five different countries (the UK, Germany, Spain, France and Italy) about their summer holiday habits, revealing the key trends for this season.
Summer holidays: a top priority for EuropeansDespite an uncertain start to the season, holidays remain a major priority for European households. In fact, the majority of respondents took advantage of the summer to get away. Spain leads the pack with 79% of its population taking a break, followed by Italy (77%), France (75%) and then the UK and Germany, each with 73%.
But which countries are the most popular destinations?Responses by country to the question ‘Where did you go on your summer holidays?
| France | United Kingdom | Germany | Italy | Spain | |
|---|---|---|---|---|---|
| Stayed in the country | 73% | 46% | 31% | 83% | 82% |
| Travelled to Europe | 27% | 58% | 63% | 19% | 22% |
| Away from Europe | 11% | 15% | 16% | 6% | 5% |
| Stayed in the country | Travelled to Europe | Away from Europe | |
|---|---|---|---|
| 73% | 27% | 11% | |
| 46% | 58% | 15% | |
| 31% | 63% | 16% | |
| 83% | 19% | 6% | |
| 82% | 22% | 5% |
Reading: Among the French people surveyed, 73% went on vacation in France.
It turns out that Southern European countries prefer to holiday close to home. Italians (83%), Spaniards (82%) and the French (73%) largely chose destinations within their own countries, reflecting a strong appreciation for national tourism.
On the other hand, Germans (31%) and Britons (46%) are more inclined to holiday abroad, with 63% of Germans and 58% of Britons venturing to other European destinations. They are also the most likely to travel beyond Europe, with 15–16% heading further afield.
Spain remains a top choice for many Europeans. Germans, Brits and the French all rank Spain as their favourite destination, ahead of Italy, France and Austria. Meanwhile, Italians show a strong preference for Spain, alongside Albania and Croatia, while Spaniards are drawn to nearby Portugal, Italy and France.
Holiday durations vary between countriesWhen it comes to the length of holidays, preferences vary across Europe. In France, 32% of holidaymakers prefer longer breaks of two to three weeks, a trend also seen in Spain, where 21% opt for this duration.
In Germany, however, shorter stays are more common, with 41% choosing holidays lasting one to two weeks. Similarly, 25% of Spaniards prefer this length of stay.
In the UK, shorter breaks are the norm with 26% of Britons favouring one-week holidays, while 23% make do with just a few days.
Not everyone takes a holiday
Our study also found that nearly a quarter of respondents (24.7%) didn’t go on holiday at all this year. For 40–50% of them, financial constraints were the main barrier, reflecting the high costs of travel, accommodation and tourist activities. Work commitments were another factor, affecting around 15% of respondents, particularly younger adults.
ConclusionDespite economic challenges and a shaky start to the summer, our survey shows that holidays remain a priority for many Europeans. While Spain, Italy and France lead the way in terms of holiday participation, each country has its own unique preferences, whether for local destinations or trips further afield.
Methodology Note:
This survey was conducted online with a representative panel from September 16th to 25th, 2024. It included 5,000 respondents aged 18 and over (1,000 per country), ensuring a balanced representation across genders and age groups for each nation.
