2024 Global Travel Report

The way we travel is changing

Over 50 million customers. Billions in spend. This is where, why, and how our customers are spending abroad.

How much was spent abroad in 2024?

Our customers spent over £20 billion in 200+ destinations last year.

£20B+

Your top travel destinations

Surges in emerging markets

While iconic Mediterranean locations and the US still dominate overall spend, the real momentum is building elsewhere — driven by better value and improved travel connections.

Middle East: luxury travel proves its popularity amongst young professionals

Asia: Japan is a top new destination for nearly every country

Middle East: luxury travel proves its popularity amongst young professionals

Latin America: travellers seek deeper cultural and culinary experiences

Spending on authentic experiences

Dining, retail, and groceries top the spending categories — not hotels or tours. Travel isn’t ticking off landmarks anymore, to our customers it’s about living local, even just for a week.

Millennials set the trends

Millennials (25–34) and younger Gen X (35–40) are the primary drivers of international spending, shaping trends towards long-haul, culturally immersive travel.

Gen Z take ‘nomad’ to new places

Gen Z (18-24) are increasing their share of total spending abroad, and are very active in Asian travel. As the biggest generation of digital nomads, they’re blending remote work with real exploration.

Gen X invest in experiences

Older Gen X (40–45) and age groups above tend to blend nostalgia and curiosity. Their spending highlights familiarity with traditional travel spots, but they’re also trying vibrant cultures further away for more rich and memorable experiences.