Strasbourg, Gothenburg and Poznan are this Winter’s trending destinations in Europe, renowned for their Christmas markets, hotel searches doubled year-on-year. 

Langkawi emerges as a favourite long-haul Winter sun destination as Brits embrace nature-inspired holidays  

York and Bath are among the most popular cities in the UK during the festive period 

Brits are embracing more European destinations this season, with Morocco and Malaysia emerging as two trending Winter sun hotspots, according to Expedia’s new Winter Travel Outlook.  

Strasbourg, known as the “Capital of Christmas”, tops the chart as the trendiest destination, with searches up 670% year-on-year. This is followed closely by Gothenburg and Poznan, two new destinations on the list that have increased in popularity this year due to their impressive festive offerings and value for money.  

The Expedia Winter Travel Outlook released today shows that hotel searches have increased year-over-year by over 100% for many trending destinations, including Zurich and Tromsø among others. 

Whether travellers are considering getting lost in the festive atmosphere of a European Christmas market or prefer a warmer climate to welcome the New Year in style, Expedia shares the top tips and insights for planning the perfect Winter getaway. 

Destination Insights¹ 

• New trending hotspots are spiking travel searches, with lodging searches for many destinations increasing significantly. Strasbourg tops the trending destination list, with a remarkable spike of 670%. Renowned for its “Christkindelsmärik,” one of Europe’s oldest Christmas markets, the city is widely known as the “Capital of Christmas”.  

• Gothenburg and Poznan are two new destination entries that have seen a significant year-over-year increase, 660% and 360% respectively, attributed to the value for money offering and the seasonal attractions available.  

• Searches for Budapest and Bucharest have also increased over 200% each year-over-year. The two capitals are well connected via air and train routes for travellers and transform during the festive period, hosting seasonal markets where travellers can try the local cuisine, buy artisanal drinks and listen to live Christmas carols.   

• Holiday searches to Zurich and Bruges continue to grow as travellers look for a cosy festive city break that is easily accessible, offering indulgent cuisine, a small-town atmosphere and stunning markets.  

• Tromsø remains a firm favourite this season for British travellers seeking a glimpse of the Northern Lights, with a spike of 270%. With more direct flights available from the UK during Winter, Tromsø is an ideal destination for a magical Winter adventure.  

• The only winter sun hotspots on the trending destinations list are Agadir and Langkawi. Both destinations are ideal for those looking to escape the frosty temperatures and enjoy a beach holiday filled with outdoor adventures, stunning natural landscapes and relaxing wellness experiences.  

• The most popular Winter destinations for Brits remain London, New York, Edinburgh, Paris and Dubai, all of them seeing a significant increase with new hotels, restaurants and activities available.  

• Other popular UK destinations include York and Bath, which have seen a sharp increase in searches of over 100% year-on-year during the festive period as the cities have topped the charts for hosting some of the most popular Christmas markets in the UK.  

Best Dates to Fly This Winter² 

• Wednesdays are generally the least busy day to fly this Winter, with unsurprisingly 25 December being the lightest travel date, followed by 6 February 2025. The 23 December and 10 February are the busiest times to fly. 

• Surprisingly it is around Valentine’s Day when travellers can bag the best flight deals. Look to travel between the 12 – 14 February 2025, when average ticket prices (ATPs) are shaping up to be £165 cheaper than the Winter average.   

Best Dates to Stay This Winter³ 

• For hotel stays, target the 8 or 15 January 2025, when average daily rates are almost £40 cheaper per night than the seasonal average.    

• Outside of Christmas Day, the 1 January and 7 January 2025 are the quietest dates for hotel stays this Winter with 10 and 16 February 2025 being the busiest days that travellers are looking to check in. 

“Winter travel doesn’t have to put a freeze on your wallet,” says Melanie Fish, Expedia Group Brands spokesperson. “With lower flight and hotel prices, it’s a great time to enjoy a less crowded European break. Brits are opting for more affordable, alternative Winter destinations, with lesser-known Christmas market hotspots, like Strasbourg, Gothenburg and Poznan, topping the trending list.  A no-brainer hack to remember is when you book your flight and hotel together on the Expedia app, you’ll save hundreds of pounds on your trip.” 

Winter Travel Tips  

These are Expedia’s range of traveller tools that make the journey easier by simplifying bookings, helping save on airfare, and streamlining the planning process. 

• Save with flight alerts: Use Price Tracking on the Expedia app to pinpoint the optimal booking window and receive instant notifications when flight prices drop. 

• Choose a morning flight: According to Expedia’s 2024 Air Travel Hacks Report, flights departing after 3 p.m. are 50% more susceptible to cancellations than their earlier counterparts, proving it pays to be a morning person.  

• Reserve a hotel with flexible policies: Use Expedia’s search filters to look for properties offering “free cancellation” or “reserve now, pay later,” and opt for the refundable room.  

• Bundling: With flights, car hire, hotels and activities, Expedia offers customisable holiday packages in one place, allowing travellers to save hundreds of pounds on average when booking multiple items on Expedia. Travellers then also have their itinerary all in one place, making it easier to keep track of their journey. 

• Black Friday Deals: Save 30% or more on select hotels when booking as a member in the app if you book a holiday by Dec. 4, 2024, to travel until Dec. 15, 2025.⁴ 

Brits Seek Snow in France 

Compared to last year, Brits’ interest in a holiday to ever-popular French ski destinations has increased. According to Vrbo, the ski regions of Savoie and Haute-Savoie⁵ are the most searched destinations for the winter season. Travellers are keen to hit the slopes this year, with the most sought-after destinations being high-up in the Alps’ mountains: 

• Bourg-Saint-Maurice 

• Tignes 

• La Plagne 

• Les Belleville 

• Val-d’Isère 

Top ski French destinations are already booked for February half-term holidays, the month when snowfall is traditionally at its heaviest, so the race is on to secure a cosy winter getaway. Vrbo holiday homes in some of the most popular destinations for British travellers tend to book up more quickly than other French regions. For example, the availability of holiday homes on Vrbo in Savoie is already below 40%⁶ and around 50% in Haute-Savoie.