A new era of British holidaymaking is upon us, as the classic stereotype of the 'Brit abroad' packing tinned beans and hunting for English pubs is rapidly becoming a relic of the past. A comprehensive survey commissioned by Lloyds Bank has uncovered a significant shift in attitudes, with modern travellers prioritising authentic experiences over traditional tourist comforts.
The Rise of the 'Traveller' Over the 'Tourist'
The poll of 2,000 adults reveals a striking transformation in self-perception among holidaymakers. Just over seven in ten (71 per cent) now see themselves as 'travellers' rather than 'tourists', actively seeking deeper immersion in foreign cultures. This represents a fundamental change in how Britons approach their overseas adventures.
Outdated Habits and Stereotypes
An overwhelming 88 per cent of respondents agree that certain habits once synonymous with British tourists are now considered outdated. The survey highlights several behaviours that have fallen out of favour:
- Getting sunburnt on the first day (50 per cent)
- Wearing matching T-shirts with travel companions (40 per cent)
- Spending the entire week by the hotel pool (37 per cent)
- Packing teabags for the journey (32 per cent)
- Using traditional buckets and spades at the beach (29 per cent)
More than half of those surveyed (57 per cent) would be actively unhappy to be perceived as a typical 'Brit abroad', indicating a conscious rejection of these stereotypes.
Characteristics of the Modern Traveller
The research identifies clear markers that distinguish today's 'travellers' from traditional 'tourists':
- Avoiding obvious tourist traps (36 per cent)
- Eating exclusively at local restaurants rather than international chains (31 per cent)
- Having well-worn walking boots ready for exploration (23 per cent)
Generational Shifts Driving Change
Younger generations appear to be at the forefront of this transformation. A substantial 83 per cent of respondents agree that those under 30 are more passionate about getting off the beaten track than older generations. This demographic is reshaping expectations around what constitutes a meaningful holiday experience.
Forty per cent of modern travellers now actively prefer experiences that take them out of their comfort zone, with nearly two-thirds (64 per cent) even dreaming of spontaneous travel – turning up at the airport with no predetermined destination.
Balancing Adventure with Relaxation
Despite this growing thirst for adventure, traditional holiday priorities haven't completely disappeared. The survey found that relaxation remains the top consideration for 73 per cent of respondents, followed closely by good food (55 per cent) and immersion in new cultures (49 per cent). This suggests a sophisticated blending of old and new travel values.
Expanding Horizons and Avoiding Crowds
British travellers are increasingly looking beyond traditional destinations, with 60 per cent expressing a desire to visit countries they've never explored before. Top aspirational destinations include:
- Japan (26 per cent)
- Australia (26 per cent)
- New Zealand (25 per cent)
- Italy (21 per cent)
Simultaneously, overcrowding has become a significant deterrent, with 69 per cent reporting they've been put off iconic landmarks due to excessive tourist numbers. The Eiffel Tower was specifically mentioned by 49 per cent as a destination they'd avoid for this reason.
Expert Commentary on the Changing Landscape
Olamide Majekodunmi, Lloyds Bank money expert, commented on the findings: 'It's clear that the younger generation are looking for a certain sort of experience when they set out on their travels. They're prioritising authenticity and cultural immersion over traditional package holiday comforts, which represents a significant shift in British travel psychology.'
This comprehensive survey paints a picture of a nation redefining its relationship with foreign travel, moving away from stereotypical behaviours toward more meaningful, authentic experiences that reflect changing values across generations.
