Blog

New research by Aviva reveals that Brits are prepared to go big on trips abroad, with almost half (49%) having been on a trip of a lifetime, at an average cost of £2,807 per person.

And for some, these special trips aren’t a one off as one in 10 (10%) have been on three ‘once in a lifetime trips’ or more, spending as much as £3,040 on their most recent trip.

Beach holidays (25%) prove to be the most popular for once in a lifetime trips, followed by city breaks, touring holidays and cruises (all 15%) and trips to theme parks/ adventure parks (12%). The research also reveals that a handful of people (6%) may have an appetite for so-called ‘shock tourism’, having deliberately visited somewhere unsafe or high-risk, such as a location with a live volcano.

The research also reveals that Brits are prepared to go all out celebrating milestones abroad. According to the findings, almost half (49%) have either travelled abroad – or are planning to – for a birthday, at an estimated average cost of £1,606 per person.

Europe tops the list for birthday celebrations, with Spain being the most popular country, followed by Greece, Italy and France. However, the United States also proves to be a well-liked destination, with a handful of travellers heading to further afield destinations such as Ghana, Fiji, Kenya, Malawi, Tobago, and Costa Rica.

Although birthdays prove to be the most common reason for celebrating abroad, the data also reveals that Brits are heading overseas for family reunions (34%), other people’s weddings (32%) and anniversaries (31%).

Travellers are also willing to invest in other major life events, spending an average of £2,605 on their own wedding, £2,226 on sabbaticals or extended holidays, and £1,973 on the birth or adoption of a child.

Despite this, 11% of those who are planning to travel this year do not plan to take out travel insurance^[2].

James Devereux, Travel Manager at Aviva, says: “It’s interesting to see that Brits are taking the chance to go abroad for those once in a lifetime trips or milestone moments.

“Any holiday, whether it’s to celebrate a birthday, anniversary or even retirement, is exciting. While we hope everything goes smoothly, life events such as illness, injury or even being called up for jury service can impact our ability to travel, which is why travel insurance is so important.

“Not only does it provide cover in the event you need to cancel your trip, it can also protect you while you’re away if you’re unfortunate enough to fall ill and require medical assistance or other support. Travel insurance can give you that much needed peace of mind while celebrating a special time.

“However, it is worrying that some travellers are visiting destinations that are deemed dangerous or high risk – otherwise known as ‘shock tourism’. If the government advises against all travel, but you choose to go anyway, you wouldn’t be able to make a claim in the event you needed medical assistance, for example. With medical bills in some countries costing tens – if not hundreds – of thousands of pounds, it’s important to check the FCDO website before you travel.”

Aviva’s dos and don’ts for ‘once in a lifetime’ and milestone holidays:

DO check your policy for a maximum trip limit – If you are looking to go on a sabbatical or extended holiday, be sure to check your travel insurance as there is usually a limit on the number of consecutive days covered. In many instances, this is usually around 31 days, although policy extensions can usually be added at a fee.

DO double check you’re covered for any activities planned – Some holidaymakers might be planning something special for their milestone trip, which may not be covered by standard travel insurance policies.

DON’T travel without declaring any medical conditions – Be sure to inform your insurer about any existing or ongoing medical conditions, whether they relate to you or anyone else covered by the policy. Some insurers may also require you to update them if your health changes between the time you purchase the policy, book your trip and leave for your holiday. As requirements can differ between providers, it’s always wise to check directly with your insurer if you’re unsure.

DON’T travel against government travel advice – If the Foreign, Commonwealth & Development Office (FCDO) advises against all travel, but you decide to travel anyway, you probably wouldn’t be able to make a claim should you require things like medical treatment or assistance while abroad. Though it may sound obvious, rules change frequently, so it’s worth keeping an eye on both the government website and any local government services for any particular advice before you travel.

DO check the policy limit – If you’re planning on spending thousands on a dream holiday, it’s a good idea to double-check your policy limit – which is the maximum amount an insurer will pay for claims covered – to ensure that it provides the right level of cover in the event you need to cancel your trip. Policy limits will range across insurers, so if unsure, always contact your insurer directly.

DO check entry requirements – Under new rules, British passport owners may have to prove that they have travel insurance and a return ticket when crossing the border. Failing to have the correct documentation or visa – and being denied entry as a result – wouldn’t be covered under most travel insurance policies. Before booking your trip, it’s worth checking the FCDO website.

DO keep a copy of your insurance provider’s emergency details – Travel insurers are there to help you in the case of an unforeseen event – which includes things like cancelled flights and medical emergencies. Though no one wants to think of the worst-case scenario, it pays to be prepared.

-ends-

References:

^1. _{The research was conducted by Censuswide, among a sample of 2001 UK Respondents (Nat Rep 16+). The data was collected between 14.05.2025-16.05.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. £2,807 statistic is per person. [↑]}

^2. _{Aviva’s How We Live Report 2025 – The underlying research was conducted by Censuswide between 8 and 15 November 2024, via a survey of 4,000 nationally representative respondents across the UK (aged 16+). [↑]}

^3. _{Average cost calculated by taking mean costs for those who have already travelled overseas for these events and mean planned costs for those who plan to travel overseas. [↑]}

Enquiries: