A survey of 2,000 UK consumers by Epsilon has found that despite the prominence of travel influencers on platforms like Instagram and YouTube, only 11% of those planning trips away in 2025 say they would rely on their recommendations. Even among 18–24-year-olds, less than a quarter (24%) plan to turn to influencers for travel inspiration.
The disconnect is tied to affordability and transparency. Among influencer followers, 63% find the destinations promoted out of their budget, with 25% reporting the gap reaches thousands of pounds. Additionally, 23% say influencer content lacks transparency around costs, making it feel impractical and unattainable.
Elliott Clayton, Managing Director, International, Epsilon, notes, “These insights reflect a significant shift – UK travellers are prioritising realistic, transparent travel options over aspirational content that feels unattainable. Travel brands have a real opportunity to connect with audiences based on knowing the right price point and being clear in their messaging.”
Longer running conventions of the industry are also drawn into question by the findings. The first Saturday after the festive period, nicknamed Sunshine Saturday by the UK travel industry, has traditionally been a peak booking day. Last year, January saw nearly 2.2 million sector transactions, according to Nationwide. However, just 7% of respondents express they typically book in January; it’s clear that the scale of opportunity for travel brands throughout the rest of the year is enormous.
Approaching half (43%) of travellers say when they book now hinges on the specifics of the trip. Among those embracing new ways to travel, 33% are opting for cost-effective versions of the trips they see online and 24% are seeking lesser-known destinations. A notable 29% are prioritising activities or experiences over accommodation alone. Meanwhile, spontaneous travel is on the rise, with 24% booking last-minute trips, and 19% embracing solo travel.
The data highlights 13 distinct channels influencing travel inspiration, showing that travellers engage with a broad mix of traditional and modern sources.
Travel agents (20%) remain as popular as TripAdvisor (20%), reflecting the value placed on both personalised guidance and user reviews. Similarly, Reddit (11%) matches the influence of social influencers (11%), showing that anonymous, unfiltered advice resonates just as much as curated content.
Traditional media continues to outperform some digital tools, with travel magazines and articles (17%) and TV adverts (14%) outpacing mobile apps for travel planning (12%).
These findings reveal that travellers seek a balance between trust, variety, and expertise, valuing personal recommendations (46%) alongside visually engaging and candid advice. For brands, the key is working out which channels matter for your audience while combining personal connections, storytelling, and trusted content.
“There is a growing demand for independent, flexible travel experiences,” adds Clayton. “Travel brands must embrace personalisation and diverse channel strategies to meet these evolving expectations and loyalty has never been more important as means to capture valuable word-of-mouth recommendations from satisfied customers.”
Photo by Spencer Davis on Unsplash
