More than one in three Brits still haven't booked a summer holiday as soaring living costs leave millions wondering whether they can afford to get away.
Data shows a third (33%) are still undecided about whether they'll take a summer holiday this year. Around one in six (16%) are planning a trip but haven't booked yet, 9% hope they'll still manage a holiday, while 8% are putting off the decision until later in the year.
Almost a third (30%) have effectively ruled themselves out altogether, with 18% saying they definitely won't take a main holiday this year and another 12% saying they probably won't.
New research commissioned by Konfidant, the UK consumer intelligence platform that has tracked British Public Sentiment every week since March 2020, has found around 18 million adults are yet to lock in a main holiday this year, while almost a third have already abandoned plans altogether.
The findings suggest the nation's love affair with summer breaks remains intact – but household budgets are preventing many families from packing their bags.
For millions, the main barrier to booking a summer holiday is cost.
Almost a third (32%) of those yet to book say they simply can’t afford a holiday.
A quarter (25%) believe holidays have become too expensive, while 23% say they have other financial priorities and 21% would rather save their money.
The financial squeeze is being felt across the country
More than a third of people in the East Midlands (35%), London (35%) and the North West (34%) say they cannot afford a holiday this year.
People in Wales are the most likely to have ruled out a summer getaway altogether, with more than a quarter (26%) saying they definitely won't be taking a main holiday this year, compared with 18% nationally.
London presents a different picture. Although many in the capital say affordability is a challenge, Londoners are also the most likely to still be hoping for a holiday, with one in five (20%) planning a trip but yet to book and one in ten (10%) expecting to go despite not having made any plans.
The research also suggests holidays are becoming another casualty of the cost-of-living squeeze, as households prioritise savings and essential spending over discretionary treats.
A quarter (25%) say building up their savings is one of their biggest financial priorities this summer, while one in five (20%) are focused on covering everyday essentials instead.
Separate consumer tracking by Konfidant shows high prices remain the biggest concern for Britons, ranking ahead of issues such as NHS waiting lists and government leadership.
Laura Gillespie, co-founder and Insights Director at Konfidant, said: "People have not fallen out of love with holidays, they have lost confidence in what they can afford right now.
Recommended reading
- Millions could be owed an average £9,470 from a forgotten pension – how to check
- HMRC issues Child Benefit warning as thousands of parents face losing payments
- Credit cards that let you spend abroad for free and reward you when you get home
"We are seeing households make real trade-offs, saving instead of booking, covering essentials instead of getting away.
"It's not just a summer story. It's a sign of how people are likely to be living for the next six to twelve months, not just how they're spending this August."
The findings are based on Konfidant's weekly UK consumer tracking study of adults across England and Wales, with fieldwork completed in July 2026.
