Crete (pictured above, a snapshot from Heraklion) and Kos are among the top 8 most popular destinations for Britons in the world, based on searches for holiday packages in January. This is revealed by the British Airways Holidays Travel Trends Report 2025.
Specifically, the top 8 most searched destinations last month (compared to last January) are:
1. Agadir +308%
2. Abu Dhabi +94%
3. Crete +44%
4. Koh Samui +38%
5. Gibraltar +17%
6. Nashville +17%
7. Kos +16%
8. Qatar +16%
The top 10 destinations on sale
The most searched destinations for holiday packages on ba.com in the January 2025 sale, and for travel this year, are:
1. New York
2. Dubai
3. Barbados
4. Cancun
5. Tenerife
6. Orlando
7. Maldives
8. Mauritius
9. St Lucia
10. Malta
Key findings
69% of Britons said food was an important factor in choosing their holiday destination. This trend is growing. Holidaymakers are now shaping entire itineraries around viral dishes and local specialties, turning everyday meals into shareable experiences. From quirky snacks to street food, ‘Taste Hunting’ has become the new go-to for food explorers
41% of UK adults on holiday said they were inspired by social media to try a particular restaurant or food abroad. This is also the case for 1 in 5 over-55s.
71% of UK adults aged 18-24 and 68% of adults aged 25-34 who go on holiday said it was important for a holiday to incorporate the opportunity to exercise or pursue their hobbies/interests. Only 31% of those aged 55+ said the same.
According to customer research by British Airways Holidays, 70% said they “like to come back from a holiday having learned something new”. The research found that 32% of UK travelers planning to go on holiday in 2025 are likely to book a hotel or resort specifically for its activities, experiences or sporting facilities. Among those aged 18-24, this figure rises to 58%, highlighting the growing importance of holidays that align with personal interests.
Traditional all-inclusive holidays are making a comeback, with buffets and organized activities winning over younger generations who crave stress-free getaways at a fixed price. According to customer research, 42% said they only “want to eat, drink and lie in the sun” when they go on holiday. At the same time, a third (32%) of customers say they like holidays where activities are organized for them.
RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations, Greek travel market, Greek tourism statistics, Greek tourism report
