The Shifting Landscape of Holiday Travel: Embracing the Unconventional Christmas
As the festive season approaches, a palpable buzz often fills the air, marked by twinkling decorations, meticulously crafted shopping lists, and the anticipation of elaborate holiday feasts. However, a growing segment of Europeans are opting for a departure from the norm, choosing to spend their cherished holiday time abroad rather than in the familiar embrace of extended family gatherings. This trend is driven by a desire to forge new traditions, seize opportunities for travel and adventure, or simply to evade the inherent stress, chaos, and considerable cost associated with hosting Christmas at home. For some, the allure lies in escaping the biting European winters and escalating energy expenses, seeking instead the sun-drenched shores and more affordable accommodations found elsewhere. Projections from the UK Civil Aviation Authority suggest that December 2025 could witness the busiest Christmas travel period on record.
While traditional winter getaways to popular skiing destinations like St. Moritz, Zermatt, and Lech remain a strong draw, complemented by the festive ambiance of Christmas markets in cities such as Vienna, Prague, and Strasbourg, a parallel movement is gaining momentum. Travellers are increasingly drawn to warmer climes, with destinations like Madeira, Cyprus, southern Italy, and the Canary Islands offering a welcome dose of winter sun. This observable shift begs the question: what lies at the heart of this evolving holiday behaviour, who are its primary proponents, and will the quintessential Christmas experience ever be the same?
The Rise of the “Anti-Ordinary” Christmas
The concept of unconventional Christmas celebrations is experiencing a significant surge, as indicated by insights from gift voucher company Virgin Experience Days. Their findings highlight a growing preference for alternative ways to mark the holiday, including celebrating “Friendmas,” designating an entirely different day for festivities, or choosing to travel on Christmas Day itself.
This trend appears to be spearheaded by Generation Z. A survey conducted by Virgin Experience Days reveals that a substantial 25 per cent of individuals aged 18-24 express a preference for travelling on Christmas Day, largely motivated by the desire to curate their own unique traditions.
Mohsan Lin, a 28-year-old graphic designer originally from Hong Kong, shared his perspective in the survey: “I’ve been celebrating Christmas the same way for 18 years, but since moving to the UK, away from family, I get to reinvent the period in any way I want. In previous Christmases, I would tour the UK on my own and visit friends in the country. This way, I got to catch up with a lot of different friends and explore parts of the UK I’ve not been to.” This year, Lin plans to spend his Christmas in Norway, visiting friends, rather than returning to his hometown. While he anticipates enjoying a Norwegian-style Christmas dinner, his itinerary also includes exploring Oslo, snowboarding, skateboarding, and experiencing the unique charm of sauna boats. He recounted past unconventional celebrations, such as enjoying Korean BBQ instead of turkey in Southampton and participating in the “Boxing Day Dip” in Newcastle. In another instance, he spent the weeks leading up to Christmas attending an Ice Hockey camp in Finland, training in facilities used by the Olympic Finnish Ice Hockey team.
Convenience and Comfort Take Precedence Over Tradition
The traditional Christmas can often be a demanding affair, characterized by stress, time constraints, significant expense, and general chaos, particularly for families with young children or those hosting for the first time with limited assistance. Consequently, for many, the decision to spend this period abroad is fundamentally driven by the pursuit of convenience and comfort. This includes alleviating the burden of planning elaborate meals, opting instead for luxurious dining experiences without the ensuing cleanup, or choosing accommodations that offer amenities such as childcare facilities.
For some, the sheer complexity of logistical planning becomes a catalyst to bypass the entire traditional framework. Andrew Harrison-Chinn, chief marketing officer at airport lounge access company Dragonpass, observes: “Families are more geographically dispersed, making it easier to meet in a destination than gather in one home. Travel has become the neutral ground. Logistics are increasingly decisive. Travellers are prioritising journeys that feel contained and predictable, with direct flights, simple transfers and accommodation that works for all ages.” He further posits that this shift represents a practical evolution rather than a cultural rejection, transforming Christmas from a fixed location into a shared, experiential event.
Despite the prevailing cost-of-living crisis, individuals remain willing to make selective splurges on aspects that hold the greatest personal value, especially when these choices promise to reduce stress and prioritize comfort. This includes investing in minor upgrades that ensure more favourable flight and transport timings, smoother transfers, and a more serene airport experience. Harrison-Chinn adds, “Climate is another driver. Some travellers want reliable snow, others want light and warmth. Paying for certainty is now seen as sensible rather than indulgent. Social media amplifies these decisions but doesn’t create them.”
Prioritizing Chosen Family and Personal Well-being
While Christmas is traditionally envisioned as a time for familial unity and harmonious celebration, it can, unfortunately, also become a breeding ground for clashes and tensions stemming from various issues. As such, for a considerable number of individuals, the holiday season and other family gatherings can unfortunately be a significant source of stress and anxiety. Many are now actively seeking to circumvent these pressures by embarking on solo trips abroad or by opting to spend time with their partner’s families instead of their own.
The burgeoning popularity of “Friendmas,” the practice of celebrating Christmas with a close circle of friends rather than extended family, further underscores this evolving dynamic. In some instances, this can even translate into a Christmas trip abroad with friends. Dr. Jo Gee, a psychotherapist, notes: “There is an increasing emphasis on ‘chosen family’ in which meaningful friendships are seen as vital to wellbeing, replacing traditional family rituals. With rising social, financial and work pressures, we also see people choosing to spend Christmas in a way that feels restorative.”
For many, the year-end period represents one of the few opportunities for a meaningful break from work, a chance to relax, rejuvenate, and prepare for the coming year, while also indulging in travel and new experiences. Consequently, individuals are becoming increasingly protective of this precious time and how they choose to allocate it. Far from eschewing connection, this movement is more about redefining the nature of meaningful relationships – encompassing family, friends, and crucially, oneself. In this light, Christmas travel becomes less about rejecting tradition and more about discerning the optimal way to spend valuable time off.
The Virgin Experience Days survey reveals a compelling statistic: 45 per cent of 18-24 year-olds find “anti-ordinary” celebrations to be significantly more meaningful than traditional ones. This sentiment extends to gift preferences, with 30 per cent of this age group desiring a voucher for a solo experience over one shared with a loved one or friend. This preference surpassed requests for physical gifts, including surprise items. Dr. Gee further elaborates, “Statistics show that our younger Brits are almost twice as likely to celebrate Christmas unconventionally, with Gen Z valuing authenticity, wellbeing and self-expression over tradition.” She adds, “Recent research outlines how young adults are prioritising experiences that align with their mental health and identity, viewing solo or alternative celebrations as acts of empowerment and self-care.” These “anti-ordinary” celebrations are not confined to Christmas; they are increasingly being adopted for marking other significant life events, such as becoming debt-free, acquiring a new pet, or achieving a personal milestone.
