Horoscope-hooked Brits: Nearly half admit the stars decide their big life moves

• Astrology popularity: 78% of UK-based 25–34-year-olds rely on reading their horoscopes to make major life decisions 
• Holiday Horoscopes: Sagittarius’ are the most likely to disconnect while abroad, with almost a quarter (23%) never messaging home while on holiday, compared to around one in eight (13%) Geminis 
• Astrologist Expert: Helena Hathor teams up with O2 to pair star signs with European holiday locations 

Almost half of Brits (46%) admit to letting their horoscope influence significant life decisions, a proportion that rises markedly to 78% among those aged 25–34. The decisions most affected include wellbeing (33%), love and relationships (29%), and travel (25%). 

As the only major network to offer inclusive EU roaming (up to 25GB) as standard, O2 commissioned the study of 3,000 adults across the UK and has found 47% of Geminis make their booking within the month before going away, followed by Virgos and Leos (44%), while Libras, Scorpios and Pisces are less likely to book this late (38%).   

On the average Brit books their holiday 11 weeks before travelling. Age based patterns show that 69% of adults aged 25–34 book within a month of going abroad, compared with only one in four (25%) of those aged 55 and over who’d do the same, indicating significantly later planning among younger travellers. 

Nearly half (45%) of the UK public say star sign alignment is important when choosing friends to travel with. So, to help holidaymakers ensure the stars align for their upcoming trip, O2 has teamed up with Astrologist Expert, Helena Hathor. 

O2’s research segmented responses by star sign, revealing how Zodiac traits may influence travel behaviours and the ‘roles’ people adopt, including: 

• The solo traveller: Geminis stand out as the most independent, with around two in five (42%) having taken a solo holiday, higher than roughly one in three (34%) Capricorns, who are the least likely to travel alone. 
• The ‘switcher-offer’: Sagittarius are the most likely to disconnect while abroad, with almost one in four (23%) never messaging home while they’re on holiday, compared to around one in eight (13%) Geminis. 
• The one that pays a fortune: Aries are the most spontaneous sign, with nearly one in ten (8%) booking their holiday on the day of travel, double the rate of Virgos where only around one in twenty-five (4%) do the same. 
• The data sponge: Aries are also the most likely to rely on friends or family for mobile data abroad, with almost one in three (29%) doing so, compared with around one in five (18%) Capricorns and Pisces. 
• The over-packer: Geminis are the most likely to overpack and be hit with a luggage charge, with around one in three (32%) facing extra fees, higher than a quarter (25%) of Leos, who are the least likely to overpack. 
• The forgetful one: Geminis are also the most likely to forget important travel documents or money, with around one in three (34%) admitting to this, compared with nearly one in four (23%) Leos, where it’s least common. 
• The ‘plan in advancer’: Cancers are the most organised, with nearly three in five (58%) booking and planning their holiday well in advance, compared to Aries who are typically the least likely to do so (49%). 

Christian Hindennach, Chief Commercial Officer at Virgin Media O2, said: “January is prime time for holiday planning, with travel searches soaring as Brits look for their next getaway post the festive season. O2’s research shows that over two in five holidaymakers message home daily while abroad — highlighting that roaming is essential – yet nearly one in five (19%) admit to not checking if they have a spending cap in place. As the only major network to offer inclusive EU roaming as standard and at no extra cost, O2 customers can relax, stay in touch with loved ones and enjoy their trip without worrying about unwanted roaming charges.” 

Helena Hathor, Astrologist said: “In 2026, Leo, Sagittarius, Gemini, Libra, and Aquarius are driven to explore more boldly than ever. With Jupiter entering Leo at the height of summer, travel becomes bigger, brighter, and more expressive. Meanwhile, Uranus moving into Gemini April 26th, forming a dynamic trine with Pluto in Aquarius July 18th and November 29th – this sparks a shift in how people travel and stay connected, making exploration more flexible and accessible. That’s why I’ve partnered with Virgin Media O2, to highlight that inclusive EU roaming keeps travellers connected up to 25GB across Europe without the hassle.” 

O2 has teamed up with Helena to pull together the perfect holiday horoscope alignment chart so eager travellers can get planning the perfect trip. 

Astrology Framework: Travel Destinations by House 

You can reference this editorially or conceptually: 

• 1st House – Adventure, physical challenges (Aries destinations) 
• 2nd House – Luxury, food, indulgence (Taurus destinations) 
• 3rd House – Cities, culture, short trips (Gemini destinations) 
• 4th House – Family, comfort, retreats (Cancer destinations) 
• 5th House – Fun, performance, theme parks (Leo destinations) 
• 6th House – Nature, wellness, routine reset (Virgo destinations) 
• 7th House – Romance, beauty, shared experiences (Libra destinations) 
• 8th House – Transformation, mystery, spiritual depth (Scorpio destinations) 
• 9th House – Travel, exploration, road trips (Sagittarius destinations) 
• 10th House – Prestige, iconic destinations (Capricorn destinations) 
• 11th House – Unique, future-focused, once-in-a-lifetime experiences (Aquarius destinations) 
• 12th House – Healing, retreat, surrender (Pisces destinations) 

ENDS 

Notes to Editor 

The research was conducted by Censuswide, among a sample of 3,000 UK Respondents (Nat Rep 16+). The data was collected between 17.12.2025 – 22.12.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.