It’s no secret, I live for holidays, always counting down to the next one. And lucky for me, this summer, I’ve got a couple of trips I’m really excited about. 

But I also spend my working days across travel brands. From Singapore Tourism Board, trying to convince people long-haul is still worth it despite the rising cost of flights, to Travelodge, where the focus is on simple, affordable options that leave you with more to invest on the experiences that add fun around the stay.

This summer, something feels different. There’s still desire to travel. People still want a break. They want to switch off, get away from it all. But how they’re deciding where to go and what to do? They’re thinking way harder about it and brands are having to be much cleverer to answer consumer asks.

Trips feel more considered now, and something people feel they have to justify. You can see it in the numbers:

• 44% of travellers are taking fewer trips
• 17% are opting for shorter stays
• Nearly a quarter of UK adults say they’ll cut back on overnight trips altogether

Value means something different now

More than ever, value matters. But this isn’t about finding the cheapest option. Value now means: is this actually worth it? A subtle but important shift. 

People aren’t just looking for a deal, they want to feel good about their decision. When it comes to convincing a consumer why they should choose a trip, it totally changes the job for brands. We’ve seen this play out in our work at Splendid Communications. 

With Travelodge, for example, shifting perception isn’t about shouting louder about affordability.  It came from reframing what the experience offered, positioning the brand around flexibility, reliability and real-life travel moments. In a more selective market, that carries far more weight than simply being the cheapest.

Domestic travel is up, but the dream hasn’t changed

There’s a tension between staycay and vacay at the moment. On one hand 77% of UK adults are planning a domestic trip with almost half not planning to travel abroad this year.

Conversely, people (myself included) still really want a ‘proper holiday’. More than half of Brits still say a beach or coastal break is their favourite kind of trip.

So it’s not a clean switch from international to UK travel; what we’re seeing is people being practical in what they book but remaining aspirational in what they want, which is why we’re seeing:

Which is why we’re seeing more:

• shorter breaks
• closer-to-home trips
• last-minute decisions
• flexible plans that help manage cost

And alongside that, travel is becoming more personal. Less about big, bucket-list thinking and more about what is going to fill your cup and feel worth it to you. I think this is where some brands are still catching up.

UK and short-haul travel is often positioned as the “safe” or “sensible” choice. But honestly, that framing doesn’t really land anymore as if people are choosing more deliberately, you can’t make them feel like they’re settling. You have to make them feel like they’re choosing something they genuinely want.

The way we plan travel is changing quickly

Planning used to be more brand-led. Now it’s much more platform-led. Social platforms, comparison sites, reviews, OTAs, and increasingly AI, are doing a lot of the heavy lifting. Around 40% of UK consumers are already using AI to plan trips.

What that really means is people are forming their opinions earlier. By the time they land on a booking site, they often already have a shortlist in mind, which means brands, and even destinations, have less opportunity to influence.

So influence has to happen earlier and this is where brand-building starts to matter most.

If decisions are being shaped before the booking journey properly begins, brands need to show up earlier in culture and conversations where people are already thinking about travel. With Heathrow Express, we’ve shifted to focus not on transactional messaging, instead leaning into cultural moments and reacting to news, creating work that feels timely and relevant. It’s a different kind of presence not designed to sell the moment, but about being remembered for the future. 

What I’m taking from all of this

For me, this summer isn’t just about cost pressures or changing travel habits. It’s about a shift in how people make decisions. 

1. People haven’t fallen out of love with travel. They’re being more selective
2. Value now means “worth it”, not just “cheap”
3. If decisions are made earlier, relying less on brands at point of booking  

So brands need to: 

1. Prove why their experience is worth it, not just why it’s good value
2. Show up earlier in the journey looking at cultural ways in that help raise profile before consumers book
3. Reframe the offer to feel like a personal, positive choice and not a compromise 

Want to talk about how to unlock bookings this summer? Get in touch.