To celebrate 25 years of the British Airways American Express Cards, new research reveals the important role holiday photos play in preserving our favourite memories and the extraordinary lengths Brits go to in order to capture them. Holiday photos surpassed traditional souvenirs as the most treasured keepsake for UK travellers, as 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% amongst Gen Z.
This dedication to preserving meaningful memories is evident in the lengths travellers are willing to go to in order to capture the moments that matter most. Many say they would forego the holiday lie-in (38%), trek further afield (43%), and detour from their intended route (31%) to master the holiday snap.
Anniversary Flight to New York
The findings come as American Express and British Airways celebrate 25 years of helping Cardmembers create memorable travel experiences together. To mark the milestone, they are launching an exclusive anniversary Avios-Only flight from London Heathrow to New York JFK for British Airways American Express Cardmembers. Departing on 15 October 2026 and returning on 18 October 2026, the one-off flight will offer exclusive discounts across every cabin, with every seat onboard available exclusively to eligible Cardmembers booking with Avios.
The anniversary flight comes at a time when travellers are increasingly prioritising shared experiences and meaningful moments over traditional souvenirs. From the journey itself to a private event at the iconic One Vanderbilt in Manhattan, the trip has been designed to help Cardmembers create memories worth capturing. British Airways American Express Cardmembers can register interest until 23:59 (BST) on 24 June 2026.
Focus on Loved Ones
When it comes to the subject of holiday snaps, Brits are increasingly turning their cameras towards the people they travel with, making loved ones and companions the heart of their photography. More than half (52%) say that capturing the faces and personalities of those they journey with is the most important aspect of their holiday photos. Experiences designed around shared moments, from exclusive inflight touches to memorable destination settings, are helping to create the kinds of occasions Brits increasingly want to capture and look back on.
And while younger travellers may still go to great lengths to capture the perfect holiday photo, the definition of what makes a photo perfect is changing. Rather than polished sightseeing shots, Gen Z are increasingly prioritising images that capture the feeling of a moment, with 40% valuing emotional memories and a further 40% prioritising unique, memorable experiences.
Brits Snap a Photo Every 25 Minutes
Brits snap an impressive 39 photos per day while on holiday, far exceeding the number taken during birthdays, weekends, or the working week. But it is not just about quantity, especially for Gen Z. These younger travellers are truly dedicated to capturing their memorable moments, often spending a focused 25 minutes setting up a single unforgettable photo. Millennials are even more prolific, averaging 45 holiday photos daily, while Gen Z averages 41. This commitment to capturing the ideal moment highlights just how much holiday photography means to today's travellers.
Most Snaps Do Not Make 'The Feed'
The vast majority of holiday photos are never shared publicly. Nearly three in five (57%) say they take holiday photos for their own enjoyment and not for social media, and a further 1 in 5 Millennials (18%) do not post any photos from their holiday, keeping them to themselves as cherished memories.
Travel expert and photographer Nicky Kelvin has teamed up with American Express and British Airways to explore how holiday snaps are changing, and what they mean to us these days. Drawing from years behind the lens, Nicky shares that travellers today are becoming less focused on capturing perfectly staged images and more interested in documenting the real moments, emotions and connections that define a trip.
"What we are seeing today is that travellers are not just taking photos; they are 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," said Nicky.
Caroline Bouvet, Vice President, 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. As travellers increasingly prioritise experiences they can share and look back on, we are excited to help our Cardmembers create and capture even more unforgettable moments, both in the air on our anniversary London Heathrow to New York JFK flight and on the ground in The Big Apple."
Colm Lacy, Chief Commercial Officer, 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 along the way. This research highlights how our customers' photography habits have evolved, but what remains constant is the unique power of travel to enrich and inspire. As we mark this milestone, we remain as committed as ever to making every journey memorable."
