Cultural experiences top consumer's travel wish lists

The survey of more than 2,000 UK travellers looked at people’s travel aspirations including the destinations on their bucket lists, as well as how they would like to experience the places they visit.

Around 69% of holidaymakers said they want to experience a destination like a local. Eating traditional regional cuisine and grasping the local lingo were among the top priorities for travellers, with 31% saying they try to learn the language and 17% willing to try unique food such as insects.

Travellers who identified as culture vultures also said they enjoy socialising with locals, asking residents for recommendations, doing walking city tours with local guides, and visiting more than one place during their trip.

The research found 84% of holidaymakers would rather visit off-the-beaten track places on holiday, while a quarter would prefer to see less-known landmarks rather than the most famous sights.

Of those responding to the survey, almost half (45%) revealed they have a travel bucket list, with seeing the Northern Lights, riding the Orient Express and driving the US’ Route 66 topping their wish-lists.