From city breaks to long getaways, staying connected while abroad is now a travel essential. Whether for maps, messages or memories, mobile connectivity matters more than ever. But as the world becomes more digital, so do the options for staying connected. 

For travellers, choosing between a traditional SIM card and an eSIM is about more than just technology. It often comes down to trust, ease of use, cost and the confidence that everything will work as expected.

So, what’s holding consumers back and what might encourage them to try something new?  

Objective 

Our most recent BoltChatAI study explores how UK travellers make decisions about mobile connectivity when going abroad, focusing on their preferences between eSIM providers and traditional mobile networks. 

It uncovers how factors such as cost, convenience, coverage, data needs and brand loyalty influence their choices, while also highlighting the impact of personal travel habits and previous experiences. 

Audience & Methodology 

We engaged with consumers across the United Kingdom, aged 18 to 45, who had travelled abroad within the past two years.

Participants were selected based on the importance they place on mobile connectivity while travelling, as well as how they usually arrange it.

This ensured that the insights gathered reflect real behaviours, preferences and decision-making from those with hands-on experience managing mobile network plans during international trips.

Preference for Familiarity and Trust Over Cost 

For many UK travellers, sticking with their usual mobile provider feels like the safest option. Even as eSIMs become more available, trust and familiarity still shape decision-making.

Consumers want to feel confident that their connection will be reliable and free from unexpected charges. 

Loyalty perks like reward points and discounts, often built up through long-term use of the same provider, only add to that sense of security. When heading abroad, particularly for longer trips, many prefer the reassurance of a service they know and trust. 

The Importance of Network Coverage and Data Availability 

Alongside trust, having reliable coverage is key. Travellers want mobile plans that not only offer good value but also ensure they stay connected without disruptions.

Whether it is for work, keeping in touch with family or getting around unfamiliar places, a dependable signal is vital.  

Consumers often plan their mobile connectivity in advance, comparing providers and checking accommodation Wi-Fi and network coverage reviews.

A strong data connection can make all the difference in enjoying a trip and avoiding unnecessary stress. 

eSIM Awareness and Security Perceptions 

Awareness of eSIMs is on the rise, but many are not quite ready to make the switch. Some see them as secure and convenient, there is no physical SIM to lose and setup is often quick and straightforward.

However, for others, the technology still feels unfamiliar. A lack of clear information and uncertainty around trusting new providers continue to be barriers. 

That said, interest is growing. Many consumers mentioned that they would consider using an eSIM if it is easy to activate, feels secure and offers clear benefits over a traditional SIM. 

Cost Management and Data Plan Adaptability 

Cost is always a consideration, but rarely the only one. When asked about their top concerns when choosing a mobile plan for international travel, consumers ranked cost and network coverage almost equally, followed by convenience and brand trust.  

Consumers often adapt their mobile plans to suit the trip. Short breaks might require minimal coverage, while longer or work-related travel usually calls for more data.

Solo travellers often opt for higher allowances, whereas those travelling in groups may reduce usage and rely on shared Wi-Fi. 

Want to dive deeper into the full report? You can access it here!

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