Culture is more of a factor than weather for UK travellers, according to a new TripAdvisor global poll.
One third (33%) choose their destination to experience the culture, society and people, compared to a quarter (25%) of travellers who are seeking good weather.
City breaks are the most popular type of trip, with nearly one in three British travellers (27%) taking a city break – this type of trip is even more popular among millennials (42%).
Cruises emerged as the most expensive type of holiday from global respondents at an average cost of £3,121 per person, even more than safaris (£2,652).
Some of the cheapest trips were taken by travellers visiting family or friends (£1,584).
Millennials are also far more likely to conduct thorough research to find the right accommodation and flight combination to make their city break more economical and to stay within their limited budget.
Baby boomers spend almost three times as much on holiday accommodation (£890) when compared to their children’s generation, the study found.
Millennials have the smallest accommodation budget by a significant margin, spending an average of just £390 on stays during their most recent trip.
However, while younger travellers are more cautious with their finances, they are just as willing as their parents’ generation to pay a little more for luxury, with 54% of millennials and 56% of baby boomers.
The 25-34 age group is also more likely to be attracted to a great deal, with 16% being prompted to think about their trip because of a bargain. This declines with age with the 65-plus age group less tempted by a deal (9%).
Globally, younger travellers are less fixed on a destination when they start thinking about a trip, with 46% of 18-24 year olds having decided on their destination before starting their research.
For the 65-plus age group this is a lot higher with 70% having already decided where to go.
Millennials are more likely to book attractions than older travellers, with almost half (49%) pre-booking things to do before they travel.
Baby boomers are far less likely to book in advance with about a third (35%) pre-booking attractions.
However, the majority (57%) do not take advantage of bookable experiences, potentially meaning longer time spent queuing for tickets and entry while on holiday.
The TripBarometer survey, conducted by Ipsos MORI, analysed more than 23,000 responses from TripAdvisor travellers around the world, and 1,808 from the UK.
They were quizzed about their most recent trip, including their destination, budget, activities and concerns while travelling.
More than half (53%) of participants stayed in a hotel for their most recent trip, with 10% in a resort, 8% in a holiday rental or apartment and 7% in accommodation arranged through home sharing websites.
When selecting hotels, UK travellers are the least interested in hotel brands (22%), while Asian travellers, particularly those from China, value hotel brands much more.
Families are also more likely to prefer a hotel with a brand they trust (44%) compared to other traveller groups.
TripAdvisor remains the most influential source of information when researching accommodation, and 86% of travellers will not book a place to stay until they have read reviews on the site.
TripAdvisor global director of industry relations Sally Davey said: “These results show that exploring new cultures is more of a factor than weather when choosing a destination, with UK travellers eager to expand their horizons and experience something new instead of just going somewhere warm.
“This year’s TripBarometer reveals key trends that show the evolving travel landscape in 2019, from travellers’ sources of inspiration when choosing destinations and hotels, to the amount they’re likely to spend while away.”