Regional divide in UK summer travel spend revealed

New analysis from travel search engine KAYAK has highlighted striking regional differences in how UK holidaymakers budgeted for summer 2025. The data reveals a clear north–south divide in spending intentions, with Londoners paying a premium for flights and Northern Irish travellers splurging instead on hotels.

Londoners topped the national ranking for airfares, with an average intended spend of £574 per return ticket – 22% above the UK average and 86% higher than Northern Irish travellers, who were the most frugal at £308. Other big spenders included the east of England (£514) and West Midlands (£507).

Destination choices also reflected regional variations. Spain and Portugal remained the most popular searches overall, but long-haul destinations such as Thailand and Sri Lanka featured more prominently among travellers from London, the East Midlands, and the east of England. By contrast, holidaymakers from Wales, Scotland, Northern Ireland and the northwest of England leaned towards mid-haul European destinations.

While Northern Irish travellers cut costs in the air, they spent more than any other region on accommodation, with average planned outlays of £134 per night in the UK and £162 abroad – often favouring luxury hotels. Yorkshire and the Humber, and the East Midlands were the most cost-conscious on hotels, averaging just over £100 per night.

Premium travel preferences also varied. London led the way in searches for business-class flights, luxury hotels and other high-end options, followed by the southeast and northwest of England. At the opposite end, Northern Ireland, northeast England, and Wales recorded the lowest share of premium searches.

“Summer travel budgets were far from one-size-fits-all,” said Rachel Mumford, KAYAK’s UK travel expert. “Our data showed clear differences in how people approached their holidays – from those prioritising long-haul and luxury to others keeping costs down with budget breaks.”

In Asia, Japan is topping travel searches as domestic tourism booms in Vietnam, India, and Malaysia.