Climate-Smart Holidays: How UK consumers are rewriting the rules of travel
The holiday booking window used to be predictable: January for the early birds chasing deals, March for the procrastinators, and a steady stream of last-minute bookings throughout spring. Our latest research reveals that something fundamental has shifted in how UK consumers approach their annual escape. Climate change has quietly moved from the "should consider" category straight into core decision-making criteria—and it's reshaping the entire travel landscape.
The 'fly and flop' dream isn't dead, but it is more complicated. Half of Brits say extreme weather abroad has made them reconsider overseas holidays entirely. This is creating a cultural recalibration that smart brands can't afford to ignore.
When paradise comes with a weather warning
For decades, the holiday promise was simple: pay your money, pack your bags and escape to guaranteed sunshine. But climate change is rewriting that contract. Wildfires in Greece, floods in Spain and unprecedented heatwaves across Europe have introduced a new type of travel anxiety that goes beyond delayed flights or lost luggage.
Consumers are tired of saving hard for a break only to face the possibility of evacuation orders or cancelled plans. The result? A seismic shift in how people assess risk and value when booking their annual escape.
The numbers tell the story: 43% of UK consumers would be interested in insurance policies with explicit climate-related coverage. That's not just smart risk management—it's a signal that the market is ready for products and services that acknowledge this new reality.
The implications brands should consider:
Travel operators: Position UK destinations as the reliable, climate-resilient choice. Stability is becoming a luxury feature.
Hospitality: Lead with adaptability. Air-conditioned rooms, flexible cancellation policies and weather contingency plans aren't just nice-to-haves anymore; they’re essential.
Insurance providers: Climate coverage isn't niche—it's the next essential add-on that could differentiate your offering.
The quiet revolution of carbon guilt
Price still dominates holiday decision-making, but sustainability is creeping up the priority list—particularly among 25–34-year-olds. What's fascinating isn't just that 58% say sustainability considerations are becoming increasingly important; it's the language they're using. This isn't about dramatic lifestyle overhauls. It's about small, intentional choices that help people sleep better at night.
The guilt is real, but it's pragmatic guilt. People want to feel good about their choices without sacrificing the joy of a well-deserved break. Only 10% rejected the idea of eco-travel incentives on credit cards, suggesting that 'greenness' is slowly becoming another form of currency—one that brands can leverage if they're smart about it.
The opportunity here isn't to shame people out of flying—it's to make sustainable choices feel aspirational, not sacrificial.
How brands can capitalise:
Airlines and travel agents: Transparency around carbon offsetting isn't optional anymore. Invest in clear, credible messaging about your environmental efforts.
Rail operators: This is your moment. Package UK rail travel as a premium experience, not a consolation prize. Think scenic routes, comfort, and convenience.
Banking and fintech: Embed carbon tracking into travel spending summaries. Reward eco-conscious choices with tangible benefits.
The rise of the intentional staycation
Here's the cultural shift that should have every UK tourism board paying attention: staycations aren't just what you do when you can't afford Ibiza anymore. They're becoming a first choice. 76% of UK consumers plan to take a UK holiday in the next 12 months, and significantly, only 1 in 10 find packing for a UK break more stressful than packing for abroad.
The narrative has flipped. Staying local isn't settling—it's being climate-smart, hassle-free and surprisingly sophisticated. From glamping in the Cotswolds to boutique hotels in the Highlands, the UK is positioning itself not as the backup plan, but as the conscious choice.
What brands can do:
Tourism boards and DMOs: Stop marketing yourselves as the affordable alternative. You're the responsible, low-hassle, high-quality option.
UK hospitality and retail brands: Connect local pride with sustainability in your messaging. "Support Local, Travel Local" isn't just a slogan—it's a movement.
CPG and supermarkets: Think beyond the basics. Premium camping gear, artisanal picnic bundles, and rail-travel essentials are all opportunities to serve this growing market.
The climate-convenience paradox
Here's the reality check: UK consumers are still six times more likely to prioritise relaxation over environmental impact when booking holidays. Even the most climate-conscious travellers want their breaks to be easy, restorative and stress-free.
This creates both a challenge and an opportunity. The brands that win won't be the ones that make sustainability feel like homework; they'll be the ones that bake eco-friendly choices into the default experience. Make it easy to be green, and people will choose green.
What this means for brands:
Product and service designers: Don't make consumers opt into sustainability but build it into the core offering.
Luxury brands: Create high-end UK experiences that feel indulgent and responsible. Think sustainable spa breaks, boutique rail journeys, and premium eco-lodges.
Tourism operators: Market off-season as premium experiences, not budget alternatives. Fewer crowds, better weather stability, and enhanced local authenticity.
All sectors: Remove friction from sustainable choices. The easier you make it, the more likely people are to choose it.
What's next for brands?
This isn't about capitalising on climate anxiety—it's about aligning with values that are shifting beneath the surface. Brits still love a break. They're just increasingly choosy about how that break makes them feel before, during and after.
The brands that thrive will be those that recognise this as an opportunity to innovate, not just adapt. From rethinking product portfolios to updating marketing language ("climate-smart," "conscious traveller," "resilient escape"), there's a whole new vocabulary emerging around responsible travel.
The UK isn't just weathering this change, it's becoming part of the solution. From the beaches of Cornwall to the Scottish Highlands, domestic destinations are being repositioned as climate-smart choices that happen to be spectacular.
The question isn't whether this trend will continue—it's whether your brand will be ready when it becomes the dominant mindset. The climate for change has never been better.
The Harris Poll UK, A Stagwell Company, is a leading market research company that provides some of the UK’s best-loved brands with game-changing insights. We utilise a combination of proprietary software and advisory services to deliver data insights via custom service models. We help our clients make informed decisions based on our in-depth industry expertise and our continual exploration of evolving consumer needs and priorities. We know that when a company’s Business Strategy and Customer Strategy are one and the same, their brand and their employees are better placed to succeed.
Get in touch to discover how we can help your brand standout as a top choice for British travel.