A study of 2,000 adults found the vast majority try and ‘live like a local’ when abroad, with priorities now more focused on creating unique experiences rather than seeing the main sights
UK holidaymakers are searching for better ways to have a more ‘authentic’ experience while on holiday, rather than relying on visits to popular tourist hotspots. Research shows more than three quarters of holidaymakers attempt to ‘live like a local’ when they go abroad as priorities shift towards creating more unique experiences.
To do this, travellers are turning to locals for advice on dining recommendations to make sure they find the best options. They study shows travellers are also switching up their shopping habits, choosing to visit local grocery stores instead of familiar chains. Others are also choosing to cycle or walk rather than use public transport to better explore the area.
Nearly half of British holidaymakers on the search for a more local experience enjoy exploring smaller towns and villages, or browsing neighbourhood markets to escape the usual tourist traps. It comes after sunbed wars see Brits forced to queue for ‘over an hour’ just to get to the pool.
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The study was commissioned by Skyscanner, which has developed a Road Trip Planner to assist travellers in uncovering local hidden treasures.
Laura Lindsay, travel trends and destination expert for the brand, said: “There’s something truly special about stepping off the tourist trail and embracing the pace, traditions, and tastes of local life.
“Living like a local adds depth and colour to your holiday and creates a genuine connection with the destination. It’s not just more rewarding – it’s often more fun, too.”
The research suggests that holidaymakers strive to ‘live like a local’ not only for a more authentic experience – 35 per cent said it helps them find the best spots for food and drink – but also because they believe it’s more respectful, with a third stating they enjoy supporting the local economy.
Over four in 10 travellers are more inclined to try and ‘live like a local’ on holiday now than they were five years ago, possibly due to the influence of social media. Half of the holidaymakers surveyed said that social media has made it easier to discover hidden gems off the beaten path while on holiday.
When venturing beyond typical tourist areas, two thirds said they were taken aback by how different a country or place felt. Levelling up their ‘local experience’ a quarter of holidaymakers have specifically chosen accommodation because it resembled somewhere a local resident would live.
However, there are still certain obstacles prevent tourists from experiencing a true local lifestyle on their holidays. As expected, language barriers were a significant issue, followed by a lack of confidence or uncertainty about where to begin.
Meanwhile, the survey revealed that discovering new foods and flavours is the top priority for travellers, although 36 per cent simply yearn for a few moments of tranquillity.
To achieve this, 27 per cent prefer to hire a car for a more authentic local holiday experience, as it provides them with greater freedom to explore, be more independent and make spontaneous discoveries.
Laura Lindsay, from Skyscanner, added: “Living like a local doesn’t have to mean going completely off-grid – it’s about making small, intentional choices that enrich your travel.
“And best of all, it helps support the communities you visit, from independent businesses to artisans and family-run restaurants. It’s a win for travellers and locals alike.”