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Keeping it cool: Airbnb reveals its UK 2023 winter travel trends

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Key Takeaways

  • This winter, Brits are heading up North in the UK, with Bamburgh, Fort Augustus and Pitlochry all trending on Airbnb.
  • Far-flung destinations in Asia are trending for Brits heading abroad, including Hong Kong, Tokyo and Ao Nang in Thailand.
  • Airbnb also reveals the most wishlisted listings in the trending destinations worldwide, with beautiful homes in places such as Germany, New Zealand, Canada, and Taiwan.
Winter Listing for Holiday Travel

Key Takeaways

  • This winter, Brits are heading up North in the UK, with Bamburgh, Fort Augustus and Pitlochry all trending on Airbnb.
  • Far-flung destinations in Asia are trending for Brits heading abroad, including Hong Kong, Tokyo and Ao Nang in Thailand.
  • Airbnb also reveals the most wishlisted listings in the trending destinations worldwide, with beautiful homes in places such as Germany, New Zealand, Canada, and Taiwan.

As the festive season approaches,1 Airbnb today announces  its 2023 winter travel trends, revealing the top trending domestic and international destinations for guests in the UK, plus the most wishlisted Category stays this year.2 

Trending domestic destinations for Brits

In the UK, Brits* are heading North this year, as Fort Augustus and Pitlochry in Scotland and Bamburgh in England are attracting curious travellers with their historic castles and quaint cottages. Surprisingly, many travellers are also eager to book a coastal getaway despite the colder winter weather, opting for beach favourites Brighton and Norfolk where they can enjoy brisk seaside walks. 

See the full list of trending domestic destinations in the UK this winter below.3

  • Bamburgh, England
  • Pitlochry, Scotland 
  • Fort Augustus, Scotland 
  • Brighton, England
  • Bath, England
  • London, England
  • Norfolk, England
  • Stretford, England
  • Ascot, England
  • Seahouses, England

Trending winter international destinations for Brits 

Those travelling further afield this winter have their sights set on dreamy destinations in Asia and South America, from the bustling and culture-filled capitals of Tokyo and Buenos Aires to the golden beaches of Muang Pattaya and Playa Blanca for Brits hoping to bask in the winter sun.

See below for the trending international destinations for Brits this winter, based on searches from January 1, 2023 to September 15, 2023 for winter and holiday travel.

  • Hong Kong, Hong Kong
  • Buenos Aires, Argentina
  • Muang Pattaya, Thailand
  • Playa Blanca, Spain 
  • Tokyo, Japan,
  • Ao Nang, Thailand, 
  • Costa Teguise, Spain 
  • Frankfurt, Germany 
  • Washington, United States 
  • Wroclaw, Poland 

Trending family destinations worldwide this winter

Globetrotting families4 are ready to pack their bags and explore new destinations this holiday season, spanning the streets of Tokyo to the beaches of The Bahamas. The diverse representation of destinations demonstrates that Airbnb has something for every type of family. In fact, families can book an Airbnb with two bedrooms and one bathroom for less than  the price of one hotel room at a major chain5. 

Below are some of the trending international destinations for families globally this winter.6

  • Tokyo, Japan
  • Québec City, Canada
  • Rio de Janeiro, Brazil
  • Puerto del Carmen, Spain
  • São Paulo, Brazil
  • Puerto del Carmen, Spain
  • Crucecita, Mexico
  • Abu Dhabi, United Arab Emirates
  • Tignes, France
  • Nassau, The Bahamas

Airbnski 

For skiing fans eager to tackle the slopes in Tignes, Quebec and beyond this winter, Airbnb presents the most wishlisted stays in the Ski-in/out Category for some snowy inspiration. From a magical snowy cabin in Finland to a tiny cottage surrounded by nature in the French Alps, you can find  the full list here.

Winter Sun 

Holiday seekers dreaming of sun-soaked paradises and tropical escapes, check out Airbnb’s most wishlisted destinations in the Amazing Pools, Beaches, and Tropical categories for some golden-hour inspiration here – from a eco-bamboo home in Bali to a beautiful loft hidden between the trees in Tulum.

Most booked Airbnb Categories for this winter period for UK Airbnb guests:7

  • National Parks
  • Beach
  • Amazing pools
  • Iconic cities 
  • Tropical 
  • Amazing views 

Listening to the Airbnb community

Airbnb’s recent fall 2023 update in September highlighted the key platform improvements that have been made over the past year, based on community feedback around pricing, cleaning fees, customer service, and better search and filters. These improvements will help travellers have a more seamless travel experience with Airbnb this holiday season and beyond. 

Guests can also rely on these Airbnb holiday travel hacks to find the perfect stay for any budget, and any vibe.

Most wishlisted listings in trending destinations worldwide

Globally, guests are setting their sights on dreamy destinations in Asia-Pacific and South America, from Osaka, Japan to São Paulo, Brazil. Some of the Most Wishlisted Listings in the Trending Destinations for global travellers can be found below:

A dimly lit wood paneled bedroom
Entire Serviced Apartment in Naniwa Ward (Osaka, Japan)
A light, airy apartment living room in the big city
Luxury Loft (Hong Kong, Hong Kong)
A lit up tiny home in the woods, surrounded by twinkling lights
Le Lagöm(Lac-Beauport, Canada)
A dark, moody living room with a fireplace
D Apartment (Datong District, Taiwan)
A light, black and white living room with modern art and cozy furniture
Unique Triplex with Rooftop (Palermo, Argentina)
A neutral colored dining room with flowers and art
Cozy and Artful House (Hannover, Germany)
A patio and grass backyard overlooking a lake view with mountains
Lake View Earth Cottage (Lake Hawea, New Zealand)
A modern living room with an attached pool, overlooking a crisp blue ocean
Wonderful House with Heated Pool (Ilhabela, Brazil)
A bathtub filled with rose petals with city views and water in the background
The Love Nest Suite (Muang Pattaya, Thailand)
A gray bedroom and living room with blue accents
Cozy and Clean Place (Koto-ku, Japan)
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ENDS

All hi-res imagery downloadable here.  

*The term ‘Brits’ refers to Airbnb guests who are searching and booking within the UK, as opposed to denoting their nationality. 

Notes to Editors

  1. Winter and holiday time period defined as November 1 – December 31 in this post 
  2. Calculated by growth in global searches in 2023 through Sept. 15, for check-in between Nov. 1 – Dec. 31, 2023, compared to the same period in 2022
  3. Top trending domestic travel destinations for check-in between November 1 and December 31, 2023, based on global searches from January 1, 2023 to September 15, 2023
  4. Families are defined by searches that involve one or more baby/child
  5. Comparing Airbnb’s Q1 2023 ADR for two bedroom, one bathroom listings to an average ADR for Marriott, Hyatt and Hilton based on publicly available Q1 2023 financial reporting
  6. Top trending international travel destinations based on searches from January 1, 2023 to September 15, 2023 for winter and holiday travel.
  7. Most booked Categories based on searches from January 1, 2023 to September 15, 2023 for winter and holiday travel.
  8. All bookings included in this press release are intended to inspire and illustrate. Airbnb does not endorse or promote these listings or any other accommodations or experiences on the platform.

About Airbnb

Airbnb was born in 2007 when two Hosts welcomed three guests to their San Francisco home, and has since grown to over 5 million Hosts who have welcomed over 2 billion guest arrivals in almost every country across the globe. Every day, Hosts offer unique stays and experiences that make it possible for guests to connect with communities in a more authentic way.

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