Over three quarters of holidaymakers aim to ‘live like a local’ when they go abroad, as the focus shifts towards creating more unique and authentic experiences. Travellers are seeking advice from locals for dining options in an effort to enjoy things the way the locals do. They’re also opting to shop at local grocery stores instead of well known chains, and choosing to cycle or walk rather than use public transport to explore the area better.
Almost half of British holidaymakers are exploring smaller towns and villages, or visiting local markets to escape the usual tourist traps and discover something unique. This research was commissioned by Skyscanner, which has developed a Road Trip Planner to assist those seeking out hidden local 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 study suggests that holidaymakers try to ‘live like a local’ for a more authentic experience – 35 per cent said it helps them find the best places for food and drink – but also because they believe it is more respectful, with a third saying they like supporting the local economy.
More than four in 10 travellers are more likely to attempt to ‘live like a local’ on holiday now, compared to five years ago, possibly due to the influence of social media. Half of the holidaymakers surveyed stated that social media has made it easier to discover hidden gems off the beaten track while on holiday.
When venturing beyond the typical tourist hot spots, two thirds were left surprised at how different a country or place felt. Interestingly, a quarter of holidaymakers have even chosen their accommodation because it appeared to be a place where locals would reside.
However, there are still certain obstacles that prevent tourists from experiencing the local lifestyle while on holiday. Language barriers unsurprisingly pose a significant challenge, followed by a lack of confidence or uncertainty about where to begin.
The survey revealed that discovering new foods and flavours is the top priority for those travelling, although 36 per cent simply yearn for a few moments of tranquillity.
To achieve this, 27 per cent prefer to hire a car to enhance their authentic local holiday experience, as it provides them with more freedom to explore (36 per cent), become more independent (27 per cent) and stumble upon unexpected discoveries (22 per cent).
Laura 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.”