Gen Z ‘killing off vacation traditions’ together with airport pints and packing teabags

Research shows younger holidaymakers hate ‘Brit Abroad’ stereotypes such as packing Marmite on sunshine trips, while they call themselves ‘travellers’ instead of ‘tourists’

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Great British holiday traditions including pints at the airport are being killed off by Gen Z travellers.

Those aged 14 to 29 reckon getting into the pub before travelling – as well as packing tea bags for trips abroad and sticking umbrellas in cocktails – are part of “outdated” British holiday trends. They are also rebranding themselves “travellers” instead of “tourists” when on vacation.

And members of Gen Z prioritise activities such as hiking and artefact collecting over boozing by the pool on their “modern” breaks. Research from Lloyds Bank on Brits’ attitudes towards holidays shows 71% of the nation think “Brit abroad” stereotypes should be relegated to the past.

Younger holidaymakers also rated wearing matching t-shirts, playing with buckets and spades and packing Marmite in luggage as outmoded travel practices. Along with pints, scoffing a Full English at the airport and going to all-inclusive resorts are also being snubbed by Gen Z.

The survey also revealed more than half of the nation would not be happy to be seen as a typical “Brit abroad’” on their break. And nearly 40% say they prefer to immerse themselves in local culture when they go abroad, rather than visit tourist hotspots areas.

Other top signs you’re a “traveller” rather than “tourist” include only eating at local restaurants, having artefacts from far flung destinations on your walls at home and owning well-worn walking boots. Younger people seem to be driving the shift, with 83% agreeing that those under 30 are more passionate about getting off the beaten track than their parents’ or grandparents’ generation.

Overall, 40% of modern travellers prefer experiences which take them out of their comfort zone, with two-thirds dreaming of turning up at the airport, with no idea of where they’re going, and boarding a flight to “somewhere”. But despite the apparent thirst for adventure, relaxation is still a top holiday priority, followed by good food and immersion in a new culture.

Olamide Majekodunmi from Lloyds said: “It’s fascinating to see how people’s views on travel have changed, from the destinations we choose, to the way we act when we’re abroad. There’s no right or wrong way to holiday and people should always do what feels right for them. But it’s clear that the younger generation are looking for a certain sort of experience when they set out on their travels.”

The research also suggests Brits are widening their horizons this year, with 60% wanting to visit a country they’ve never been to before. They have ranked Japan, Australia, New Zealand and Italy among their must-see destinations.

MOST HATED BRIT ABROAD TRADITIONS

Getting sunburnt on day one

Jostling for a sun-lounger at dawn

Matching T-shirts

Sitting by the hotel pool all week

Packing teabags

Buckets and spades

Packing Marmite

Packing half your wardrobe “just in case”

Umbrellas in cocktails

Pints in the morning at the airport

Eating a ‘Full English’ at the airport

Hotel buffet dinners every night

All-inclusive resorts

Buying souvenirs

Paper guidebooks

Carrying foreign coins and cash

Packing two weeks before the trip

Coach excursions

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