Last year’s autumn half-term saw almost one million Brits pack their bags and head abroad. That’s a lot of passports, airport coffees, and last-minute panic about adapters. But there was something else quietly happening in the background: people were using a lot of mobile data while away. O2’s roaming network data confirms what many of us already feel—being connected is now a core part of the travel experience.

And unlike most major UK networks, O2 still offers inclusive EU roaming up to 25GB for all customers as standard. No add-ons, no daily fees, no sneaky small print. Just your data, working like it does at home. As millions of Brits get ready for another break abroad, that matters.

Because for many, travel without mobile data isn’t just inconvenient — it can be downright stressful.

Mobile Data Is Now a Travel Essential

Research from O2 shows that nearly half of Brits (43%) say their holiday experience would be negatively affected if they didn’t have access to mobile data. Among millennials, the attachment is even stronger: 68% say data is “crucial” and one in three wouldn’t even leave their accommodation without it.

Think about that for a second: mobile data has become as essential as the room key.

Maps, tickets, restaurant reviews, translating menus, paying online, streaming something for the kids when they’re this close to meltdown—data is now infrastructure for travel.

The Hidden Risk: Free WiFi Isn’t Always Friendly

But here’s the catch: data abroad can get expensive fast on networks that don’t include EU roaming. So many travelers default to whatever WiFi network they can find.

And that’s where things get risky.

Virgin Media O2 found that 79% of Brits connect to unfamiliar WiFi abroad, yet nearly half have no idea this can expose them to identity theft, data interception, or malware.

Most scams don’t look like scams. A network name that sounds like a café. A QR code taped neatly over a real one. A booking platform message that looks perfectly legit. And when you’re in “holiday brain mode,” you’re less likely to notice red flags.

Gareth Lister, Director of Connectivity at Virgin Media O2, puts it simply:

You want the freedom to explore, not the worry of being scammed abroad.

Staying Safe: Smart Travel Connectivity Tips

Here are some practical ways to stay safer online while traveling — and yes, they are actually doable:

Be cautious of “urgent” booking messages
Fraudsters are now hijacking real accommodation profiles to request extra payments. Always confirm through the official booking platform before transferring anything.

Avoid random public WiFi
If you must jump online, choose private or password-protected networks. Or better: just use your data plan—especially if you’re on O2 and it’s included anyway.

Look twice before scanning QR codes
If the menu or ticketing system looks off—low-quality print, typos, or a sticker placed on top of another code—avoid it.

Switch off Bluetooth, Wi-Fi, and location when not in use
This reduces both battery drain and the chance of unwanted tracking or access.

Consider mobile security apps
O2’s Ultimate Plan includes protection software that scans suspicious links and offers browsing protection. Useful insurance for peace of mind.

The Bigger Picture: Roaming Is Becoming a Differentiator Again

Since many major UK networks reintroduced EU roaming charges post-Brexit, the market has shifted. Travelers notice.

• EE, Vodafone, and Three now often charge daily roaming fees in Europe.
• O2 stands nearly alone among major networks in keeping EU roaming inclusive.
• Meanwhile, eSIM providers like Airalo, Nomad, and Airhub are giving travelers new flexible alternatives—but they require setup and aren’t yet mainstream for everyone.

So O2’s proposition is simple: No stress. Your phone just works.

For families, multi-generational travel groups, first-time travelers, and anyone who doesn’t want to think about data usage, that peace of mind has value.

Final Thought

Travel is supposed to feel freeing. And today, that freedom is tightly linked to staying connected — not obsessively, but confidently. The networks that understand this — and don’t turn roaming into a revenue trap — will win loyalty.

O2’s decision to keep inclusive EU roaming isn’t just a perk. It’s a strategic stand in favor of convenience, trust, and traveler well-being. As more people lean on their phones as digital travel companions, that matters.

And when you’re navigating new cities, wrangling airport queues, or just trying to find the nearest gelato, the last thing you need is WiFi roulette.