GetYourGuide’s latest UK consumer research contains a signal the outdoor leisure vehicle market should be paying attention to.

According to its survey of British travellers, 8 in 10 Brits have visited - or want to visit - places they’ve seen in films, TV series or books. Half have already done it. Among 25–34-year-olds, nearly two-thirds have travelled specifically because something appeared on screen.

That’s not a niche trend. That’s mainstream travel behaviour - and it has direct commercial implications for dealers, hire operators and anyone selling touring vehicles in the UK.

What the Data Is Actually Saying

Three patterns stand out from the GetYourGuide research:

  1. Set-jetting is repeatable demand - Four in ten British millennials say they’ve visited screen locations multiple times. This isn’t a one-off fan trip. It’s a travel behaviour that recurs.
  2. Younger travellers are acting on it - Two-thirds of 25–34-year-olds have already visited a location because of something they saw on screen. These are the same demographics entering the motorhome and campervan market for the first time.
  3. Specificity beats scale - More than a quarter of respondents want to visit the exact spot they saw on screen. Not the city. Not the region. The specific location.

That level of intent doesn’t fit neatly into fixed-itinerary package travel. It fits touring.

The Opportunity the Market Is Missing

Set-jetting trips don’t behave like traditional holidays:

  • Travellers want flexibility to chase specific scenes and locations
  • They want to link multiple sites in a single trip
  • They want control over timing, crowds and dwell time

That’s a natural fit for motorhomes, campervans and touring caravans.

A Bridgerton-themed itinerary across Oxfordshire, Bath, Wiltshire and Yorkshire — currently one of the most searched screen travel routes in the UK — is far easier and more appealing with accommodation that moves with you. The same applies to any domestically filmed series that pushes demand into driveable, multi-stop UK locations.

These aren’t routes served well by hotels or package travel. They reward slow, flexible, multi-stop movement - which is precisely what touring vehicles enable.

What This Means for Dealers and Hire Operators

The commercial angle is straightforward.

Screen-led travel lowers the psychological barrier to first-time touring. The motivation comes from a cultural trigger the buyer already cares about. The vehicle becomes the tool that makes the experience possible — not the lifestyle statement they have to buy into first.

That’s a different entry point. And it’s one the market largely ignores.

If your marketing still frames leisure vehicles as lifestyle statements first and experience enablers second, you’re disconnected from how a significant portion of younger buyers are actually making travel decisions.

The smarter positioning:

  • Build content around cultural travel routes and screen-inspired itineraries
  • Align hire and sales messaging with demand spikes triggered by major UK-filmed releases
  • Frame touring vehicles as the most flexible way to access screen locations — because they are

The Bigger Signal

TV and film releases are now travel triggers.