Holiday Déjà vu! Three quarters of Brits return to same holiday destination again and again

Three quarters of Brits (73%) repeat the same holiday year after year, according to new research released by Norwegian Cruise Line (NCL), which reveals that the nation opts for familiarity over adventure when it comes to travel – but wants to be more daring.

Not only do Brits return to the same tried and tested destinations repeatedly, they do the same things while there too. Three quarters have visited the same hotel more than once, averaging more than four return trips to their favourite bed and breakfast. Of those that stick to their routine, more than half don’t see any reason to change (55%), 30% like not doing any planning and more than a quarter (27%) wish to see familiar faces each time they go away.

Despite the comfort that familiar holidays provide, the data revealed holiday repeaters are beginning to feel tired of re-visiting the same hotel (17%), the same food (15%), and the same people (13%), leaving room for more exciting holidays on the horizon, such as cruising.

But those looking to try something new for the first time feel they need guidance to step outside of their comfort zone. 43% would like someone to help them plan their trip, with nearly half (49%) of those stating they would like help getting a better deal. Others would like advice on what to avoid (44%) and 41% need guidance on where to go.

Gary Anslow, Senior Director of Sales UK and Ireland at NCL said: “With nearly 50% of Brits wanting guidance to book something different, the role of the travel agent – with their insight, knowledge and experience – has never been more important. Our Norwegian Central platform gives our loyal agent partners all the tools they need to support their clients in discovering fantastic new holidays. NCL’s revolutionary Freestyle Cruising concept makes us the perfect cruise line to bring to life the exceptional value and experience that cruise holidays offer.”

Following two years of travel restrictions, some Brits are now looking to shake up their regular holiday routine, with more than half (53%) saying they would like to visit somewhere they have never been before. 37% also want to experience a new culture and 36% claim they are looking to try cuisine they have never eaten.

Eamonn Ferrin, Vice President of International Business at NCL said: “It’s clear from this research that much of the population struggles to get inspired to try something new, especially when it comes to holidays, with so many people wanting to step out of their comfort zone but being unsure how to do so.”

With nearly six in 10 (58%) not having travelled abroad since the pandemic began, Brits now have a thirst for adventure. 44% plan to make up for lost time by being more exploratory with their next trip, with 29% saying their dream holiday would span across multiple continents.