Britons embrace affordable luxuries as holiday spending habits shift

Britons are embracing the summer of “luxonomy”, the rise of smaller, affordable luxuries that make everyday experiences and holidays feel elevated, as half (50%) of UK adults say they currently prioritise their spending on smaller luxuries, according to new research by Aspire Pre‑Flight Hospitality (Aspire), Swissport International’s airport hospitality brand.

It reflects a modern version of the lipstick effect: when household budgets are squeezed, people may cut back on major purchases but still look for smaller, affordable treats that deliver a mood boost. Nearly half (49%) say their change in spending on luxury items is due to the rising cost of living, while only 13% currently prefer to save for larger luxuries.

But holidays have not fallen off the priority list. Over half (55%) of respondents say they plan to travel more, or the same amount, as last year in the next 12 months — suggesting that while people are watching their spending, they are still looking for ways to make trips feel special.

What counts as luxury is changing too. Instead of being defined by status or extravagance, luxury is increasingly about the details that improve the experience: nearly a third (31%) say luxury for them means physical comfort throughout the journey and holiday, 30% say it is a unique or once-in-a-lifetime experience, and over a quarter (26%) say it is peace, relaxation and the ability to switch off.

That shift is playing out before the holiday even begins. For most people (55%) the holiday truly beings when they are at the airport*. And, with 44% of Brits arriving at the airport more than 3 or more hours before departure, many are looking for smaller upgrades that make the wait feel calmer and more enjoyable. In the airport, the majority say luxury means lounge access (37%), followed by quality food and drink (32%) and time to relax before their flights (23%).

For travellers, that means the luxury moment is increasingly found in affordable upgrades that make the journey feel calmer, more comfortable and more enjoyable from the start.

Younger adults are leading the trend, with 60% of 25-34 year olds and 57% of 18-24 years olds shifting to focus on smaller luxuries.

“The idea of luxury is changing. For many people, it is no longer about the biggest spend or the most extravagant purchase, but about the smaller moments that make life feel better - a calmer journey, a little more comfort, or a treat that turns waiting time into part of the holiday,” said David Collyer, Global Senior Vice President of Aspire Pre‑Flight Hospitality.

“That is what luxonomy captures. People still want to enjoy themselves, especially when they travel, but they are looking for ways to make the experience feel easier, more comfortable and more memorable. At the airport, that can be as simple as having space to relax, good food and drink, and a more peaceful start to the trip.”

To find out more and book your next lounge visit with Aspire visit https://www.aspirelounges.com/