With 77% of UK adults saying they are mindful of climate change issues and support sustainability, research from InsureandGo reveals that many UK holidaymakers are prepared to spend more money to have a green or more environmentally friendly holiday. This follows a summer holiday period in 2025 when more than eight in 10 UK adults (84%) said they experienced first-hand the effects of climate change and pollution at the places they visited on holiday.

Where are the big spenders? Nationally, 69% of UK holidaymakers said they would be willing to spend more money to have a more environmentally friendly holiday abroad – with people from London (81%), the North East (74%) and the West Midlands (72%) most likely to spend more.

How much more people will spend? Nationally, 26% of people would be prepared to pay up to £250 more for a greener holiday, with 16% spending between £251 to £500 extra and 11% spending between £501 to £1,000. Around one in six people (16%) said they would spend more than £1,000 extra on the overall holiday to have a more environmentally friendly trip abroad.

Garry Nelson, Head of Corporate Affairs at InsureandGo comments: “Holidays remain important to people and, for many, a special trip abroad can be the highlight of their year. That said, growing numbers of UK holidaymakers have experienced first-hand the consequences of climate change abroad. Some people are even beginning to re-think holiday plans for the future – with 36% of people saying they will be more likely to holiday in the spring or autumn when it is a bit cooler and 25% saying they will stick with summer months but will likely look at options in cooler countries.

“The willingness of many people to spend a bit more to have a more sustainable holiday represents a shift in consumer behaviour, following the widespread move to reduce holiday spending during the cost-of-living crisis. Spending a bit extra to have environmentally friendly holidays is a positive step forward.

"We also recommend holidaymakers remember comprehensive travel cover - whether older travellers, those with medical conditions or people planning adventurous holidays to far-flung places.”