How Irish Holidaymakers Are Planning Trips in 2025 | dentsu
As the cost of living continues to weigh on households, holidays remain a luxury for some while being a priority for many Irish adults in 2025. Our latest Pulse wave surveyed 1,000 adults across Ireland to uncover how people are approaching their travel plans this year - and the results reveal a blend of optimism, caution, and changing habits.
Most Are Going, But Not Everyone Can
Three in four adults are planning a holiday in 2025, showing a slight increase from the past two years. By March, one in three had already planned their trip, and 5% had already taken their main holiday. However, not everyone is feeling the travel buzz: 25% of adults either have no plans or say they simply can’t afford to go away. For many, the daily pressure of rising living costs and energy bills has pushed travel plans off the agenda.
Europe Tops the List—But Local Trips Matter Too
Europe remains the most popular destination, with over two-thirds of holidaymakers setting their sights on the continent. That said, Irish breaks haven’t lost their charm: more than half of those planning multiple trips are including a domestic holiday.
Timing Is Everything
When it comes to planning, most people are booking their main holidays at least three months in advance. In contrast, shorter getaways are often arranged just weeks ahead of time. This difference in planning habits has implications for travel providers: early deals work best for longer breaks, while last-minute offers are more effective for short stays.
How People Are Planning (and Where They're Looking)
Price comparison websites are still the most-used tool for planning holidays—except among the over-55s, where just 34% use them. For younger adults under 35, the planning journey looks different. Recommendations from friends and family (51%) and inspiration from social media (33%) play a much larger role in shaping travel decisions.
What Matters Most: Weather, Budget, and Novelty
After several wet years at home, good weather has become the number one factor for holidaymakers choosing a destination, even ahead of budget. For the under-35s, trying somewhere new is a key motivator (32%), though cost remains important too (59% are prioritising budget-friendly options). Meanwhile, families are focused on comfort: more than half of those aged 45–54 (53%) are looking for child-friendly accommodation, putting it on par with the importance of sunny skies.
The Big Picture: What This Means for Travel Brands
The picture is clear: while many are planning to travel in 2025, financial strain is still limiting options for a significant group. Among those not planning a trip, 57% say they’re struggling with everyday expenses, although concerns about energy bills have eased slightly since 2023.
For travel providers, this means value-for-money is more important than ever. Offers must be priced competitively, especially for families and younger adults balancing aspiration with affordability. Timing matters too: early booking incentives for main holidays and short-notice deals for weekend breaks or quick getaways will be key to capturing different segments of the market.
And above all, relevance wins. Whether it’s sunshine seekers, budget travellers, luxury lovers, or families in search of fun, tailoring your messaging to the right audience at the right time will make all the difference in 2025.
Get the Full Report: Want deeper insights? Download the full Pulse Wave 2 Report here
For more insights and information about the research, contact:
Claire O'Rourke, Research Director, dentsu.