Britons are increasingly forgoing traditional beach holidays at nearby destinations in favour of more adventurous getaways, as reported by premium travel company, Kuoni.
While a typical two-week escape to a coastal town in Spain or a resort in Greece has been the norm for many seeking sun-soaked vacations, some families are now opting to venture further afield and incorporate thrilling activities into their holiday plans.
According to Kuoni, there has been a notable rise in the demand for more “complex” overseas trips, particularly during the February, May, and October half-term breaks in the UK. The company has observed a steep increase in families with young children booking holidays in regions like Africa or destinations such as Thailand, shifting away from traditional European beach spots.
Over the past year, bookings for adventurous trips to these exotic locations have surged by nearly 60%, with a significant 20% increase in families choosing to travel outside of the usual school holiday periods. This trend indicates that even parents with pre-school children are embracing the idea of embarking on more exotic and adventurous journeys.
Mark Duguid, the managing director of Kuoni, commented on this trend, stating, “We’re seeing innovation like never before in the family travel market. A generation of parents who are used to travelling in style want to continue to do that with their children, partners and even their own parents in tow.”
In response to this growing demand, hotels in long-haul destinations are enhancing their offerings to cater to families of all ages, introducing services like multiple-room suites, nanny facilities, and an array of child-friendly activities to attract more visitors to locations traditionally associated with adult travellers.
It’s important to note that seeking adventure does not necessarily entail long-haul flights, as destinations like Halkidiki in northern Greece provide opportunities for older children to participate in survival courses inspired by adventurer Bear Grylls. This region, just a short three to four-hour flight from the UK, has been a favourite among British families for its combination of historical sites and beach resorts.
The Association of British Travel Agents (Abta) has also reported a surge in the popularity of adventure holidays over the past year. Abta’s chief executive, Mark Tanzer, highlighted that adventure trips appeal to a broad spectrum of travellers, including families, with one in five families opting for adventurous getaways in the last 12 months, surpassing the national average.
From hiking the Inca Trail in Peru to river rafting in Montenegro, adventure holidays encompass a wide range of experiences that involve physical challenges and deep cultural immersion.
For families seeking a break from the conventional beach holiday, the rise in adventurous getaways presents a multitude of thrilling options to explore, fostering a new trend in holiday experiences for travellers across the UK.