2024 summer travel trends revealed for Brits

The upcoming summer will be action-packed with major sports events influencing British travellers’ choices (1). Popular destinations include towns and cities hosting sporting events in France, Germany, and beyond.  As the excitement builds, Airbnb has seen a surge in searches for outdoor amenities and its ‘Play’ Category (2). Whether it’s enjoying a beachside villa with a pool, immersing in the excitement of nearby sporting events, or participating in games at home with family and friends, Brits are looking for playful and adventurous stays.

“The summer of 2024 is shaping up to be an exciting one, with sports fever, playful stays, and outdoor activities leading the charge in Brits’ top travel trends. Whether you’re a football fan heading to Berlin to catch a match or looking to immerse yourself in the Olympics spirit in Paris, Brits are embracing their playful side this summer. Families, in particular, are seeking out destinations inspired by major sporting events when planning their travels”.

Amanda Cupples, General Manager for Northern Europe at Airbnb

Sports fever: Excitement builds ahead of major summer sporting events

The top trending category for UK guests this summer is ‘Iconic Cities’, as Brits are looking to visit the host cities of major sporting events including the highly anticipated Olympic and Paralympic Games Paris 2024 (3). Paris takes the spotlight as the most searched destination by UK guests this Summer (4), with Brits taking advantage of the easy transport links to the continent. 

And the excitement extends beyond the capital, with trending French towns and cities like Lille (hosting basketball and handball), Versailles (hosting equestrian) and Lyon (hosting soccer) capturing the attention of global travellers (5). In fact, listing page views during the Games period have been on average eleven times higher in the French host cities and their surroundings compared to the previous year (6). 

Beyond the Games, football fans are gearing up for a summer unlike any other. With European Football Champions fast approaching and Germany set to host, UK fans are eager to book their trips with the hope of England getting to the finals. Three of the host cities in particular – Cologne, Frankfurt and Munich – emerged in the top five trending destinations for British supporters (7). 

Playful stays: Summer searches for Play Category soar

With it being the summer of sports, it’s no surprise that Airbnb has seen searches for the ‘Play’ Category surge by 122% for UK travellers, showing that guests are looking for more active and playful stays (8). The ‘Play’ category includes play-centred amenities and child-friendly themes such as s basketball courts, game rooms,, miniature golf, water slides and more. 

These are UK guests most wishlisted stays in the Play Category on home turf:

• Large Villa Mansion with Pool House & Tennis Court, Hertfordshire, United Kingdom
• Stunning Views & Decor in Surrey Hills Penthouse, Ewhurst, United Kingdom
• Watch Hill Huge Manor House on the coast, Budleigh Salterton, United Kingdom
• Manor House Private Island By Lake District, Lancashire, United Kingdom
• Luxury Georgian Mansion in Essex, Greenstead Green, United Kingdom
• The Limes country home w/ swimming pool & hot tub, Buckinghamshire, United Kingdom
• Clwyd Gate Manor Pool Sauna HotTub Cave, Denbighshire, United Kingdom
• Entire Castle  & Grounds, West Ashton, United Kingdom
• Squirrels Hideaway – Luxury Studio Apartment, Cumbria, United Kingdom
• Fawley Court by Group Retreats – Manor House, pool, Herefordshire, United Kingdom 

The great outdoors: Families seek beachside holidays and outdoor spaces  

With an action packed summer, having more space to be outside is a priority for UK families, with searches for outdoor amenities like pools and BBQs increasing by 31% for family travel (9).  Airbnb’s spacious accommodations and amenities such as kitchens and private outdoor areas make it a top choice for families. Over half (55%) of UK guests say being able to fit all their family in one place is a major deciding factor when booking, according to a recent survey (10). And 72% say that amenities such as kitchens, and backyards are important when booking (11). 

This summer, UK families are choosing Airbnb to hike, swim and soak up incredible views.:  Top categories for family bookings include Beach, Amazing Pools, and Lake. Lesser-known trending destinations in Spain, France, and Italy are gaining popularity, offering families the perfect waterfront experiences:

• Antalya, Turkey
• Torrevieja, Spain
• Tarragona, Spain
• Thessaloniki, Greece
• Albufeira, Portugal
• Marmaris, Turkey
• Protaras, Cyprus
• Olbia, Italy
• Villefranche-sur-Mer, France

For guests who are booking their travel plans this year and need help finding the cream of the crop, Airbnb has launched Guest Favourites, a collection of the 2 million most-loved homes on Airbnb based on ratings, reviews, and reliability. Guest Favourites have excellent reviews and are rated above 4.9 stars on average. These homes also receive high marks for ease of check-in, cleanliness, listing accuracy, Host communication, location, and value. Whether guests are travelling internationally or domestically, Guest Favourites make it easy for guests to find the best place to stay to make the most of their trip. Head to Airbnb to explore the Guest Favourites filter further when planning your next trip.