A profound shift in contemporary travel philosophy sees an overwhelming majority of holidaymakers now seeking to genuinely ‘live like a local’ when venturing abroad, prioritizing rich, unique experiences over conventional tourist itineraries. This growing preference highlights a desire for deeper cultural immersion and a more personalized journey, fundamentally redefining global travel trends and shaping new holiday habits across demographics.
New research, based on a comprehensive poll of 2,000 adults who have recently travelled internationally from the UK, reveals that more than three quarters of these individuals are actively striving to blend in with local life. This significant figure underscores a widespread yearning for authentic travel that resonates far beyond surface-level sightseeing, encouraging deeper engagement with destinations.
Among those committed to exploring like a local, a significant 47 percent expressed a keen interest in visiting smaller towns and villages adjacent to their primary holiday destinations. This deliberate choice allows for a more intimate understanding of regional life, providing a quieter escape from bustling tourist centres and fostering genuine local experiences.
Beyond rural exploration, many holidaymakers are consciously adopting local modes of living. This includes navigating vibrant neighbourhood markets, opting for public transport instead of standard coaches or taxis, and even hiring private vehicles to venture beyond well-trodden hotspots. Such choices are integral to achieving true cultural immersion and discovering hidden facets of a destination.
The study, commissioned by Skyscanner, a leading travel search engine, was undertaken to better understand these evolving consumer preferences. In response to these findings, Skyscanner has developed a specialized guide designed to assist holidaymakers in their quest to uncover local hidden gems, further facilitating authentic travel and fostering a deeper connection with their chosen locales.
Delving into the motivations behind this inclination to ‘holiday like a local,’ the research found compelling reasons. Approximately 45 percent of travellers pursue this approach primarily for a more authentic travel experience, valuing genuine encounters over curated tourist attractions. Furthermore, a substantial 35 percent view this method as a gesture of respect towards the local community and its customs, demonstrating a considerate and mindful approach to global exploration.
The current landscape indicates a strong acceleration of these travel trends. Over four in ten, specifically 43 percent of travellers, report being significantly more inclined to embrace a local lifestyle on holiday now compared to five years ago. This rising statistic signals a fundamental and enduring shift in holiday habits, reflecting a broader desire for more meaningful and engaging trips.
This profound interest in genuine local experiences also extends to accommodation choices. A notable 27 percent of respondents confirmed that they have intentionally booked lodging specifically because it mirrored the kind of residence a local inhabitant would occupy. This strategic selection further reinforces the commitment to cultural immersion, ensuring that every aspect of their trip contributes to a holistic and deeply authentic encounter with the destination.
