# UK Traveller Confidence, Outlooks and Trip Preferences Ahead of Getting Back to Travel

**Publisher:** Booking.com  
**Published:** n/a  
**Category:** Travel tech  
**Type:** Survey  
**Access:** Free  
**Official source:** https://news.booking.com/en/bookingcom-reveals-uk-traveller-confidence-outlooks-and-trip-preferences-ahead-of-getting-back-to-travel  
**Canonical:** https://tourismintel.ai/reports/booking-com-reveals-uk-traveller-confidence-outlooks-and-trip-preferences-ahead

## At a glance
- 68% of UK travellers feel more hopeful about travelling in 2021 following vaccine rollout, but 64% won't travel internationally until vaccinated.
- 71% would prioritise a holiday over finding true love; 74% prefer a getaway to job promotion, reflecting elevated post-pandemic travel importance.
- 22% plan beach or spa trips as their first holiday when restrictions lift; only 4% prioritise active travel and 5% city breaks.
- 67% accept vaccine passport requirements for travel; 73% willing to wear masks; 69% support 'no mask, no travel' policies.
- 62% believe government financial support is needed for travel recovery; 74% call for wider pre-travel COVID-19 testing access.

## What the report covers
Booking.com surveyed 1,000 UK adults planning travel within 12 months in January 2021, positioned within a global survey of 28,042 respondents across 28 countries. The research examines traveller confidence during the vaccine rollout phase, vaccine attitudes, trip type preferences, acceptance of health measures, and views on industry recovery support required.

## Key findings
Vaccine rollout has shifted sentiment but not removed travel barriers. According to the survey, 68% of UK travellers report increased hope about 2021 travel. However, 64% condition international travel on personal vaccination, rising to 76% among those aged 55 and over. A further 56% will only travel to countries with implemented vaccination programmes, indicating vaccine access gates demand more than confidence.

Travel has risen sharply in lifestyle priorities. The survey finds 64% state that 2020 travel restrictions intensified their 2021 travel desire. This is reflected in trade-off statements: 71% would choose a holiday over romantic love; 74% prefer a getaway to professional promotion; 71% rank a trip above buying a new car. Over one-third have accumulated extra annual leave, enabling longer breaks.

Trip preferences centre on wellness and low-density experiences. When asked about first post-restriction holidays, 22% of UK travellers plan beach or spa breaks, compared to 4% prioritising active travel and 5% selecting city breaks. A further 19% plan off-the-beaten-track destinations to support tourism providers, suggesting demand will skew toward recovery-focused and lower-density travel rather than traditional urban tourism.

Health safeguards command broad acceptance. 67% accept vaccine passport requirements; 73% accept mandatory face masks; 69% support stricter 'no mask, no travel' enforcement. Nearly two-thirds (64%) also accept travel in small groups of 2–6 people. This signals industry readiness to implement protocols without eroding consumer willingness to travel.

Government intervention is viewed as essential for recovery. 62% believe government financial stimulus is needed; 60% worry the industry will not survive without grants. Practically, 74% call for broader pre-travel COVID-19 testing access and 74% want governments to collaborate with travel bodies on consistent safety standards, indicating travellers expect coordinated policy frameworks.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| UK travellers feeling more hopeful about travelling in 2021 | 68% | Survey of 1,000 UK travellers, January 2021; in light of vaccine rollout |
| UK travellers unwilling to travel internationally until vaccinated | 64% | Survey finding; rises to 76% for those aged 55+ |
| UK travellers willing to accept vaccine passport requirements | 67% | Survey finding; condition of travel with proof of vaccination |
| UK travellers who would prefer holiday to finding true love | 71% | Survey finding; post-pandemic travel prioritisation |
| UK travellers preferring getaway to job promotion | 74% | Survey finding |
| UK travellers planning beach or spa trips first | 22% | Survey finding; when restrictions lift |
| UK respondents believing government stimulus needed for recovery | 62% | Survey finding; travel sector recovery |
| UK respondents supporting wider pre-travel COVID-19 testing | 74% | Survey finding |

## Why it matters
**DMOs & destinations** — Destination organisations should anticipate demand skewing toward wellness and beach experiences rather than cultural tourism in near-term recovery. The 56% requiring travel to vaccination-enabled countries signals geographic targeting opportunity. The 19% interest in off-the-beaten-track travel presents scope to distribute visitor load and support secondary destinations, easing pressure on urban hotspots.

**Hotels & hospitality** — Hospitality operators should prepare wellness and spa offerings as demand drivers; spa and beach properties will capture disproportionate early bookings. The 64% acceptance of small-group capacity (2–6 people) and 73% willingness to accept mask mandates suggest health protocols will not deter bookings. Over one-third have accumulated leave, signalling potential for longer stays. Visible health compliance signalling is critical for older demographics.

**Travel tech & distribution** — Platforms should feature vaccine passport verification and health compliance badges prominently. The 74% support for coordinated safety standards and consistent testing suggests platforms enabling transparent, standardised health data will gain competitive advantage. Filtering for wellness-focused and small-group-friendly properties will drive conversion. Age-targeted messaging on vaccine requirements is essential.

## Methodology and limits
Booking.com commissioned an online survey of 1,000 UK adults planning travel within 12 months, conducted in January 2021. The UK sample is part of a global survey of 28,042 respondents across 28 countries. Respondents completed a structured online questionnaire capturing stated intentions and attitudes rather than booking behaviour. Results are indicative of sentiment during early-2021 vaccine rollout. This brief is based on the publicly available press release; full dataset methodology is not detailed.

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© Booking.com for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://news.booking.com/en/bookingcom-reveals-uk-traveller-confidence-outlooks-and-trip-preferences-ahead-of-getting-back-to-travel