How Far Will Brits Go for the Perfect Holiday Photo?

British Airways and American Express have been helping travelers create memorable journeys for 25 years. New research shows how important holiday photos are in preserving favorite memories and the lengths Brits go to capture them.

For UK travelers, holiday photos are now more important than traditional souvenirs. 76% of British holidaymakers say capturing loved ones and memorable moments is the most important part of their holiday experience.

Travelers are willing to go to great lengths to capture the moments that matter most. Many would give up their holiday lie-in, trek further, or detour from their route to take the perfect holiday snap.

American Express and British Airways are celebrating 25 years together. They are launching an exclusive anniversary flight from London to New York for British Airways American Express Cardmembers. The flight will offer discounts across every cabin.

The anniversary flight will depart on October 15, 2026, and return on October 18, 2026. Every seat will be available exclusively to eligible Cardmembers booking with Avios.

Travelers are prioritizing shared experiences and meaningful moments over traditional souvenirs. The anniversary flight includes a private event in Manhattan to help Cardmembers create memories. Cardmembers can register interest until June 24, 2026.

People are the focus of holiday photos.

Brits are taking more photos of the people they travel with, making loved ones the heart of their photography.

More than half of travelers say capturing the faces and personalities of those they journey with is the most important aspect of their holiday photos. Experiences designed around shared moments help create occasions Brits want to capture.

Younger travelers are changing what makes a photo perfect.

Gen Z values emotional memories and unique experiences over polished sightseeing shots.

Brits take a photo every 25 minutes.

Brits take 39 photos per day while on holiday, exceeding the number taken during birthdays or weekends.

Younger travelers spend 25 minutes setting up a single unforgettable photo. Millennials take 45 holiday photos daily, while Gen Z takes 41.

Most holiday photos are not shared publicly.

Nearly three in five travelers take holiday photos for their own enjoyment, not for social media. Many Millennials don't post any photos from their holiday, keeping them as cherished memories.

Travel expert Nicky Kelvin has teamed up with American Express and British Airways to explore how holiday snaps are changing.

Nicky says travelers today are less focused on capturing perfectly staged images and more interested in documenting real moments and connections.

Caroline Bouvet, Vice President of American Express, says their partnership has helped Cardmembers turn everyday spending into memorable travel experiences.

American Express is excited to help Cardmembers create and capture more unforgettable moments on their anniversary flight and in New York.

Colm Lacy, Chief Commercial Officer of British Airways, says their partnership has enabled millions of customers to explore the world and create meaningful connections. The research highlights how photography habits have evolved, but the power of travel remains constant.

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