A study of 2,000 adults found 76 per cent aim to ‘live like a local’ when they go abroad, rather than flocking to the usual tourist traps
More than three quarters of British travellers are determined to ‘live like a local’ during their overseas adventures this summer, as the emphasis moves towards having more authentic experiences. In an effort to do this, holiday-makers are seeking dining suggestions from locals residents, opting to shop at local grocery stores and choosing to cycle or walk instead of using public transport to better explore their surroundings.
Almost half of UK travellers who favour ‘living like a local’ whilst on holiday relish exploring smaller towns and villages, alongside browsing local markets, in an effort to escape the usual tourist traps and experience something unique.
The research was commissioned by Skyscanner, which has created a Road Trip Planner to help travellers uncover local hidden gems.
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.”
She added: “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.”
Research shows that holidaymakers strive to “do it like a local” not only for a more authentic experience—35 percent said it helps them find the best spots for food and drink—but also because they believe it’s more respectful, with a third saying they enjoy supporting the local economy.
Over four in ten travellers are now more likely to try to “live like a local” on holiday than they were five years ago, possibly due to the influence of social media. Half of those surveyed said social media has made it easier to discover hidden gems off the beaten track while traveling. And when venturing beyond typical tourist areas, two-thirds were surprised by how different a country or place felt.
Interestingly, a quarter of holidaymakers have even chosen their accommodation specifically because it seemed like somewhere a local resident would live.
However, certain obstacles still prevent travellers from fully immersing themselves in the local culture. Language barriers unsurprisingly top the list, followed by a lack of confidence or uncertainty about where to begin.
The survey also revealed that discovering new foods and flavours is the most important experience for travellers, although 36 percent simply yearn for a few moments of tranquillity.
To accomplish this, 27 per cent opt to rent a vehicle to enjoy a more genuine local holiday experience, as it offers them enhanced freedom to explore (36 per cent), greater independence (27 per cent) and the opportunity to make spontaneous 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.”
