Leading online travel agent Opodo shares today the results of its latest poll uncovering our holiday souvenir habits.

From fridge magnets and local crafts to hotel toiletries and even tattoos, their global poll of 9000* respondents, including 2000 from the UK, reveals that we are returning from our holidays with more than just stamps in our passports.

Preserving Travel Memories

Opodo’s survey data reveals clear trends in how travellers from the UK choose to remember their adventures:

Nearly half (41%) report that they prioritise creating memories by taking photographs or keeping a travel journal
Buying themed souvenirs like fridge magnets was also a popular choice (35%)
As was buying items like jewellery or local crafts (35%)
31% purchase food, drink or other consumable items
One in four (24%) globetrotters gravitate towards quirky items like local sand

Small niche of travellers (4%) choose to mark their trip permanently by getting a tattoo whilst away
Regionally, Londoners are most keen on holding onto holiday memories with 49% collecting physical items, 48% opting for self-made souvenirs, 44% bringing back edible mementos, and 8% considering a travel-inspired tattoo

Committed Collectors

Opodo’s poll data reveals that travellers place value on bringing home something meaningful from their journeys:

More than one quarter (27%) of global travellers say they ‘always’ return with something special
In the UK, 32% of 18–24-year-olds embrace the tradition of always bringing back a holiday memory, compared to just 4% of those aged 65+
2% globally report that they ‘never’ bring anything back — with the UK topping the ‘never’ list at 4%. Whereas, only 1% of US, Italian, Portuguese and Spanish travellers said they would ‘never’ bring something back

58% of Brits report that they are keen to share their holiday memories with close family when they get back from a trip
43% prioritise their friends over family
33% report that they’re most keen to share with a significant other
By contrast, 26% of respondents report that their travel mementos are kept purely for their personal enjoyment
Digital storytellers: 13% of travellers from the UK report that they share their souvenirs on social media – and that number jumps with Millennials – to 24% – (25–34)
Breaking it down regionally: 25% of travellers from Northern Ireland and 21% from London keep their online followers updated on their holiday experiences compared to just 7% of travellers from the North West and 6% from Wales

New Habits

Interest in starting a new collection because of something discovered while traveling is particularly piqued amongst younger generations:

37% of global travellers say they’ve started a new souvenir collection after being inspired abroad
Whereas, 57% of global respondents aged 18-24 agree they’d take the opportunity to start new collections
Looking at trends by country: just 23% of UK travellers say they’ve started a collection whilst abroad vs 52% of US travellers

Why do we collect?

Looking at UK and global respondents: 71% respectively report that their primary motivation when it comes to souvenirs is to in order to remember a destination and their experiences
One third (33%) of those surveyed from the UK report choosing souvenirs for their symbolic or local value and to add to a personal collection
Younger Brits (in the 18-24 & 25–34 categories) are more likely to collect items to add to their personal souvenir collections (44%), compared to just 20% of over-65s

Driving Our Habits

Opodo’s poll reveals that souvenir shopping is often a spontaneous decision:

43% of both global and British respondents admit to buying holiday mementos on impulse
German travellers top the list for impulse purchases (66%), while Portuguese travellers are more considered (29%)
In the UK, 48% of Gen X (aged 45–54) is surprisingly the most impulsive group, significantly surpassing Gen Z (18-24), which makes up just 30%

Social media also plays an increasing role:

12% of travellers from the UK say their purchases are influenced by what they see online. This figure rises sharply among younger travellers to 29% of Gen Z (18–24), compared to just 1% of those over 65
The poll reveals British men (18%) are more likely to be influenced than women (8%)
There are also clear regional differences: 32% of Northern Irish travellers and 26% of Londoners admit to being swayed by online trends, compared to only 4% in Yorkshire and the Humber

For more information, please visit the Opodo “Best holiday souvenirs” page.

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