Great Britain: At The Heart of Global Youth Travel

This project focusses on the consumer trends, behaviours and attitudes of over 4,000 youth travellers aged between 11-35 who chose the UK for study, work or leisure.

It looks at their decision making, their influencers, the other destinations that the considered before choosing the UK.

Our findings show that the UK is an aspirational and inspirational destination for young travellers. Their travel experiences strongly influence that they intend to return frequently, recommend highly and remain faithful to brand Great Britain.