By Novema UK, September 2026
Forget the airport scramble. The Great British holiday is having a moment, but it looks very different from the package deals of decades past. As we move through 2026, the data paints a clear picture: UK nationals are not turning their backs on travel; they are fundamentally reshaping how, when, and why they take leisure trips. For brands in the travel and hospitality sector, understanding these new priorities is no longer optional, it’s essential.
A Staycation Nation? Not Quite, But Close.
A powerful structural shift is underway. The market is polarising between those who travel infrequently and a rapidly growing cohort of “frequent flyers” who take five or more trips a year. However, the most headline-grabbing trend is the resurgence of the domestic break. A significant 38% of Britons plan to take their main holiday in the UK this year, up from 34% in 2025. This trend is especially pronounced among younger travellers: over half (53%) of Gen Z now favour UK breaks, a marked increase that signals a long-term shift in travel habits.
This is not just about staying put; it’s about variety and value. Coastal breaks remain the favourite, with Cornwall’s St Ives retaining its crown as the top staycation hotspot. But there’s a spirit of discovery driving the trend. The North of England has emerged as the UK’s most popular destination overall, attracting 45% of travellers and edging ahead of the Southwest. Meanwhile, a staggering 64% of holidaymakers are considering or planning a multi-destination road trip, stopping at an average of three locations. This signals a move away from static holidays towards micro-adventures and exploring the diverse landscapes of the British Isles.
The Experience Economy Takes Hold
Why are Brits changing their habits? The primary driver is economic pressure, but the response is more nuanced than simply cutting back. The cost of living has reshaped priorities, with 79% of travellers citing value for money as the single biggest consideration when booking accommodation. However, this has fuelled a broader shift from material to experiential spending. Instead of buying a new car or undertaking a big renovation, consumers are investing in “memorable moments”. A quarter (25%) expect to spend more on these experiences closer to home, prioritizing better accommodation (63%) and more trips (63%) over other purchases.
What does this look like in practice? It’s the rise of shorter, more frequent breaks, preferred by 56% of travellers over one or two longer holidays. It’s the “Trusted Adventure” – a strong desire for familiar destinations that guarantee enjoyment, with a third of holidaymakers returning to the same destination annually. And crucially, it’s the prioritisation of wellness. The data reveals a remarkable 52% of UK holidaymakers now prioritize improving their physical health while on holiday, a jump from 33% in 2025. Activities and active escapes are no longer a niche interest but a core requirement for many.
SUMMARY OF KEY VARIABLES
| VARIABLE CATEGORY | SPECIFIC FACTOR | KEY INFLUENCE ON LEISURE TRIP TRENDS |
|---|---|---|
| Economic | Cost of living, household income | Increases price sensitivity, search for value, shift to staycations |
| Economic | Flight costs, fuel prices | Causes booking delays, influences destination choice towards short-haul |
| Economic | Potential tourism taxes | Could increase cost of domestic breaks and weaken staycation incentive |
| Personal Motivation | Wellbeing, fitness, activity | Drives demand for activity-led and wellness-focused holidays |
| Personal Motivation | Familiarity, “trusted adventures” | Leads to repeat visits to known destinations for reliability |
| Behavioural | Booking lead times | Increasing late bookings, reducing revenue visibility for operators |
| External | Geopolitical events, climate | Creates hesitation, influences destination choice, promotes off-peak travel |
| Structural | Travel frequency | Polarization between frequent (5+ trips) and infrequent travelers |
THE OUTLOOK AND IMPLICATIONS FOR BRANDS
For brands, the outlook is cautiously optimistic but demands agility. The good news is that travel remains a top priority, but the rules of engagement have changed. Here are the three key implications:
1. Price and Value are the Gatekeepers
In an environment where 54% of consumers are concerned about the cost of living, price sensitivity is paramount. Brands cannot afford to be opaque. The move towards “drip pricing” is no longer just annoying; it’s being clamped down on by regulators under the Digital Markets, Competition and Consumers Act 2024, which requires total prices to be displayed upfront. Demonstrating value, whether through bundled activities, transparent pricing, or perceived quality – is non-negotiable.
2. Trust and Trustworthiness are Currency
In a crowded market, trust is a differentiator. A massive 92% of consumers consult official ratings or user reviews before booking, and more than half prefer to book directly through a hotel’s own website rather than an online travel agent. The new regulations also crack down on fake reviews. Hospitality businesses must prioritise their online reputation and build direct relationships with guests to foster loyalty in this “trusted adventures” era.
3. Adaptability is the New Normal
The market is defined by fragmentation. Brands must appeal to both the Gen Z staycationer seeking a multi-stop road trip and the high-spending frequent flyer. They must cater to the desire for value while offering premium wellness experiences. The data shows that businesses that can adapt their offerings, promoting shorter breaks, bundling wellness activities, and promoting scenic UK locations, are best placed to succeed. As Simon Numphud of AA Media notes, “people aren’t turning their backs on travel, they are simply changing the way they do it”. The brands that understand this will thrive in 2026 and beyond.
