Six in ten young brits are booking holidays they can’t afford to keep up with wealthier pals and social media

“Our research highlights a real struggle young Brits face in trying to balance their social aspirations with financial realities. First Choice is here to redefine the group holiday experience, demonstrating that you absolutely can have that incredible, shared adventure – full of fun and amazing memories – without compromising your bank balance.”

Kevin Nelson, MD of First Choice

First Choice research reveals 58% of young Brits overspend on holidays to maintain appearances — with many turning to credit cards, loans and even student loans.

Key findings

58% Booked trips they couldn’t afford
83% Considered declining due to cost
71% Felt obliged to go anyway
43% Used a credit card
18% Used student loan
£2,200 Avg. Gen Z overspend per holiday
7 Expected trips per year

Full release

6th August 2025 – A new study from First Choice reveals the significant pressure young Brits face to live a lifestyle they can’t afford, particularly when it comes to travel. As many as 58% have admitted to splashing cash they don’t have on trips away just to keep up with friends, highlighting a growing trend of financial strain driven by social aspirations.

The research uncovers a stark reality: nearly four in ten (39%) say there is a definite wealth gap between themselves and richer friends, with a staggering 57% struggling to keep up with the spending habits of their wealthier peers.

This pressure extends to holiday plans, with 83% having considered declining trips due to the cost, yet 71% feel obliged to go on trips they can’t afford.

The expectation to travel frequently is high, with Gen Z and Millennials expected to fork out for an average of seven holidays a year. This creates immense pressure, as 57% feel embarrassed they couldn’t afford trips their friends and family are going on, and a further 38% feel upset seeing holiday plans unfold on a group chats, knowing they simply can’t afford to go.

The financial fallout is significant: 43% have used a credit card to pay for a trip, and the same number have had to dig into savings. Alarmingly, 18% have used their student loan, and 14% have taken out a loan to cover expensive holidays. A tenth (11%) have been left feeling like the ‘poor’ friend in the group.