Brits go to great lengths to capture the perfect holiday photo, according to new research commissioned by British Airways American Express Cards to celebrate its 25th anniversary. The study highlights the crucial role holiday photos play in preserving memories and the extraordinary efforts Britons make to take them.
Holiday Photos Top Souvenirs
Holiday photos have surpassed traditional souvenirs as the most treasured keepsake for UK travellers. Three-quarters (76%) of British holidaymakers say capturing loved ones and memorable moments is the most important aspect of their holiday experience, rising to 79% among Gen Z.
Extreme Measures for the Perfect Shot
This dedication to preserving meaningful memories is evident in the lengths travellers are willing to go to. Many say they would forego a holiday lie-in (38%), trek further afield (43%), or detour from their intended route (31%) to master the holiday snap.
Anniversary Avios-Only Flight
The findings coincide with American Express and British Airways celebrating 25 years of helping Cardmembers create memorable travel experiences. To mark the milestone, they are launching an exclusive anniversary Avios-Only flight from London Heathrow to New York JFK for eligible British Airways American Express Cardmembers. Departing on 15 October 2026 and returning on 18 October 2026, the one-off flight offers exclusive discounts across every cabin, with every seat available exclusively for booking with Avios. The trip includes a private event at One Vanderbilt in Manhattan. Cardmembers can register interest until 23:59 (BST) on 24 June 2026.
Focus on People
When it comes to holiday snap subjects, Brits are increasingly turning their cameras towards the people they travel with. More than half (52%) say capturing the faces and personalities of those they journey with is the most important aspect. Younger travellers, particularly Gen Z, are prioritising images that capture the feeling of a moment: 40% value emotional memories, and another 40% prioritise unique, memorable experiences.
Photo Frequency
Brits snap an impressive 39 photos per day while on holiday, far exceeding numbers taken on birthdays, weekends, or during the working week. Gen Z spends a focused 25 minutes setting up a single unforgettable photo, while Millennials average 45 holiday photos daily.
Photos for Personal Enjoyment
Despite the effort, most holiday photos are never shared publicly. Nearly three in five (57%) say they take holiday photos for their own enjoyment, not for social media, and 18% of Millennials do not post any holiday photos, keeping them as cherished memories.
Expert Insights
Travel expert and photographer Nicky Kelvin commented: "What we're seeing today is that travellers aren't just taking photos, they're capturing the moments that truly define a trip. The most treasured images are the candid, meaningful flashes of connection that instantly transport you back to how a journey felt." Caroline Bouvet, Vice President at American Express, added: "For 25 years, our partnership with British Airways has helped Cardmembers turn everyday spending into memorable travel experiences. These findings show just how meaningful those memories are for travellers today." Colm Lacy, Chief Commercial Officer at British Airways, said: "Over the past 25 years, our partnership has enabled millions of customers to explore the world, creating meaningful connections and lasting memories. This research highlights how customers' photography habits have evolved, but what remains constant is the unique power of travel to enrich and inspire."
