Despite the cost-of-living squeeze, British holidaymakers are refusing to give up their getaways, and they’re showing more faith in traditional media than ever before when choosing where to go.
According to The Kite Factory’s new Travel, Trust & TV whitepaper, TV has emerged as the most trusted advertising medium among UK travellers, while trust in social media and search continues to decline – regardless of age, budget, or booking behaviour.
The report paints a picture of a nation that sees holidays as a necessity, not a luxury. What was once a discretionary treat has become an essential part of people’s wellbeing, family connection and mental health. The proportion of adults agreeing that “my free time is precious to me” has risen by five percentage points since 2019 – proof that time away has become a protected priority.
Average yearly holiday expenditure has risen 24% since 2023, with older audiences driving much of this increase. Just 8.2% of adults said they would cut their leisure travel budgets to manage the cost-of-living crisis, while a quarter said they would rather dine out less often than skip a holiday altogether.
“People value holidays more than ever,” said Rik Moore, Managing Partner, Strategy, at The Kite Factory. “Even when money is tight, the need to escape, connect and reset remains essential, and travellers are turning back to media they trust to make those choices.”
The research identifies two distinct post-pandemic travel mindsets now shaping the UK market:
Spontaneous Bookers – those who plan holidays between one week and three months in advance. Typically younger, with tighter budgets and busier lives, they are opportunistic deal-hunters who piece together their own travel. They take more frequent breaks – four to five trips a year on average – but spend around £2,500 annually.
Considered Planners – travellers who prefer to research, compare and book three to nine months (or more) in advance. Two-thirds are aged over 45, 30% are no longer in full-time work, and they spend around £3,800 per year – nearly 50% more than their spontaneous counterparts.
This polarisation is growing: short-term bookings (1–3 months ahead) have risen by 5 percentage points, while long-term bookings (9+ months) are up 4 points year-on-year. The two groups are driven by a shared desire for reassurance; they just seek it in different ways.
Trust returns to the small screen
Across both audiences, television remains the most trusted medium, outperforming social media, search and digital display. Trust in TV advertising has grown by +2.15 points among Spontaneous Bookers and +1.14 among Considered Planners – the largest increase of any channel.
Even in an era of media fragmentation, audio-visual (AV) content remains the backbone of brand credibility. Live TV continues to reach over 80% of spontaneous travellers, while BVOD, SVOD and cinema reach continue to grow across all age groups.
Big-screen inspiration still matters too: cinema advertising reaches nearly 10% of last-minute bookers, reinforcing its role as a trusted, emotional trigger. The research highlights cinema as a key opportunity for brands to build trust in a uniquely receptive environment – one where audiences are relaxed, focused, and emotionally primed for storytelling. In a world of constant distraction, few other spaces deliver such undivided attention and positive association.
Moore added: “Credibility is essential in converting wanderlust into bookings. People may browse social media, but they buy from brands they trust, and audiovisual storytelling remains one of the most powerful ways to build that confidence.”
Word of mouth beats the algorithm
While social media plays a role, the most trusted travel inspiration still comes from people, not platforms. The study shows that 46% of travellers rely on friends and family recommendations, compared to 27% citing review sites and just 22% drawing inspiration from social media.
This underscores how authenticity and reassurance remain at the heart of travel decision-making, whether that reassurance comes from loved ones or from trusted, authoritative media environments.
Download the Travel, Trust & TV report here to explore the full findings and uncover what this shift means for travel brands in 2025 and beyond.