Amidst the cost of living crisis, a remarkable 44% of the Great British public opted for a “stoliday” (a stay-at-home holiday), a figure that is more than double that of those who chose Spain, the second most popular choice, at 21%.

Within this group, 50% of those aged 35-44 chose the UK as their holiday destination versus 32% of those aged 18-24.

Just over half (51%) of respondents chose Italy as their number one desired location for a 2023 summer holiday, closely followed by Portugal at 49% and Greece in third with 47%.

Top desired locations outside of Europe included Canada (46%), Australia (43%), and the USA (41%).

Around half of respondents selected China as their number one avoid destination (49%), with India second (41%), and Dubai/Middle East third (35%).

Only 8% of the Great British public chose to avoid the UK as a holiday destination, with 26% picking the UK as their desired holiday spot for summer 2023. Almost a fifth of 18-24-year-olds (18%) selected the UK as an "avoid" destination compared to 10% of 25-34-year-olds, 6% of 35-44-year-olds and 45-54-year-olds, and 5% of those over 65.

​The Stoliday seemed to be very much in in summer 2023!

For more information or further info on how you can gain reliable, quick, and cost effective nationally representative insight for the UK, EU, or North America get in touch with nathan.pereira@sago.com

Methodology

* From June 16th 2023 to June 19th 2023 an online survey was conducted among 2,077 randomly selected British adults age 18+ who are also Sago community members / part of the Sago network. The results have been statistically weighted according to the most current data on age, gender, and region, from the most recent census data, to ensure the sample is representative of the entire adult population of Great Britain. Discrepancies in or between totals are due to rounding.