From last-minute bookings to who pays the roaming bill, your star sign might be shaping your travel habits more than you think.
Almost half of Brits (46%) admit their horoscope influences major life decisions, with that figure soaring to 78% among 25–34-year-olds, according to new research commissioned by Virgin Media O2. Wellbeing, relationships and travel rank as the top areas impacted — and when it comes to holidays, the zodiac is clearly calling the shots.
The study of 3,000 UK adults reveals how astrology affects everything from booking behaviour and packing habits to how likely someone is to switch off their phone abroad — all while highlighting the growing importance of inclusive EU roaming for modern travellers.
Younger Brits Are Booking Later — And Letting the Stars Decide
On average, Brits book their holidays 11 weeks before travelling, but age plays a major role. Nearly seven in ten (69%) adults aged 25–34 book within a month of departure, compared with just 25% of over-55s, showing a clear shift towards last-minute travel among younger generations.
Star signs also influence how spontaneous travellers are. Geminis top the list for late bookings, with 47% securing trips within a month of departure, followed closely by Virgos and Leos (44%). Meanwhile, Libras, Scorpios and Pisces are more likely to plan ahead.
Unsurprisingly, astrology also affects who people choose to travel with. Almost 45% of Brits say star sign compatibility matters when picking holiday companions — prompting O2 to team up with astrologer Helena Hathor to decode zodiac-driven travel personalities.
Zodiac Travel Personalities: From Over-Packers to Switch-Off Specialists
O2’s research segmented respondents by star sign, revealing some striking patterns:
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The Solo Traveller: Geminis are the most independent, with 42% having travelled alone, compared with 34% of Capricorns, the least likely to go solo.
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The ‘Switcher-Offer’: Sagittarius travellers are most likely to fully disconnect, with 23% never messaging home, versus just 13% of Geminis.
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The Big Spender: Aries are the most spontaneous, with 8% booking on the day of travel, double the rate of Virgos.
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The Data Sponge: Aries are also the most likely to rely on friends or family for mobile data abroad (29%).
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The Over-Packer: Geminis top the list again, with 32% hit by extra luggage charges.
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The Forgetful One: One in three Geminis admit to forgetting key travel documents or money.
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The Forward Planner: Cancers are the most organised, with 58% booking well in advance.
Why Roaming Still Matters on Holiday
Despite a growing desire to disconnect, staying connected remains essential. Over two in five holidaymakers message home daily while abroad — yet nearly one in five (19%) don’t check whether they have a spending cap in place.
Christian Hindennach, Chief Commercial Officer at Virgin Media O2, explains:
“January is prime time for holiday planning, with travel searches soaring as Brits look for their next getaway. Roaming remains essential, yet many travellers still risk unexpected charges. As the only major network to offer inclusive EU roaming as standard, O2 customers can relax and stay connected without worrying about extra costs.”
O2 currently offers inclusive EU roaming up to 25GB, making it easier for travellers to navigate, share and stay in touch across Europe without the bill shock. More information is available at the official Virgin Media O2 website.
The Perfect Holiday, According to Your Star Sign
To help travellers align their trips with the cosmos, Helena Hathor created a zodiac travel guide based on astrological houses and personality traits:
Adventure & Action:
Aries, Sagittarius → Interlaken, Switzerland
Luxury & Comfort:
Taurus, Libra, Capricorn → Santorini, Greece
Culture & Social Exploration:
Gemini, Aquarius → Florence, Italy
Relaxation & Wellness:
Cancer, Pisces → Lake Bled, Slovenia
Food & Culinary Escapes:
Taurus, Virgo → San Sebastián, Spain
Nature & Outdoor Wonders:
Virgo, Capricorn, Aquarius → Norwegian Fjords, Norway
Party & Nightlife:
Gemini, Leo → Berlin, Germany
Spiritual & Transformational Trips:
Pisces, Scorpio → Sintra, Portugal
Multi-Destination Road Trips:
Sagittarius, Aquarius → Amalfi Coast, Italy
Family-Friendly Holidays:
Cancer, Virgo, Capricorn, Leo → Disneyland Paris, France
Astrology Meets Modern Travel in 2026
Helena Hathor says 2026 is set to be a major year for astrology-led exploration:
“With Jupiter entering Leo and Uranus moving into Gemini, travel becomes bolder, more expressive and more flexible. Inclusive EU roaming supports this shift, allowing people to explore freely while staying connected.”
Whether you’re a meticulous Cancer planner or a spontaneous Aries booking at the airport gate, the research shows one thing clearly: modern travel is as much about personality as it is about place.
