The Holiday Desires Report 2026

A young family are walking along a dry dirt path which is situated between rolling green hills on a hot summer's day.

Ever wondered what makes the perfect getaway? We surveyed 3,000 Brits across 17 UK cities to uncover the latest UK travel trends and find out what really matters when booking time away. Spoiler alert: Sandy toes beat city streets, and we're all secretly creatures of habit. From beach escapes to countryside retreats, here's what UK holidaymakers are chasing in 2026.

Summary of contents:

What are people looking for when they go on holiday?
2026 holiday trends: Top holiday types and UK travel trends for British holidaymakers
Family time and seeing the sights: The top holiday activities for British travellers
Come together: Holiday companionship trend
Home from home: Holiday comfort trend
From planning to purchase: Holiday booking trends and what matters most to UK travellers
Four-legged family members get a seat at the table
Planning, finances & logistics: holiday planning admin trends
Key travel and holiday trends for 2026

What are people looking for when they go on holiday?

Before holidaygoers decide on their destination, accommodation or even the time of year, there’s a big question to answer - what do they want to get out of their trip? We asked UK travellers what they’re really chasing when they book time away and how they want to feel when on holiday. (Hint: it’s not about collecting passport stamps.)

The majority of UK travellers look to return home having felt relaxed (69%), refreshed (55%) and comforted (36%), indicating a preference for peaceful holidays. A further quarter seeks inspiration whilst away, with 25% also searching for an active boost.

Hannah Evans - Product Marketing Manager says:
“Holidays are about more than just getting away—they're about coming together. In our always-on world, the chance to truly disconnect from stress and reconnect with the people who matter most is invaluable. At Away Resorts, our mission is to create exactly that: build spaces for UK family breaks where young children and older travellers alike can create lasting memories”

These emotional priorities, the need to unwind and reconnect, naturally influence the kinds of experiences we seek out. So when it comes to the perfect getaway, what are the UK holiday trends??

2026 holiday trends: Top holiday types and UK travel trends for British holidaymakers

Beach escape? City break? Digital detox? (Let’s be honest, we could all use a break from scrolling). The UK and beyond offer British holidaygoers every holiday style under the sun, but what holiday trends are shaping UK travel in 2026?

Half of Brits (52%) revealed that a beach or coastal holiday is the one for them - because who doesn’t love sandy toes and ice cream? City breaks (45%) and countryside trips (34%) are also among the most popular. More active holidays like adventure breaks (16%) and ski trips (12%) fall to the bottom - we’re sensing a theme here.

With UK holidays and destinations offering such a range of options to British travellers, it comes as no surprise that UK staycations are competing with, and even overtaking, holidays abroad, with 46% of respondents choosing them as an ideal trip for them, compared to 45% for holidays out of the country. Plot twist: the best beaches might already be on your doorstep. The UK is home to endless options for coastal trips, with beach holidays in Cornwall, the Isle of Wight and North Wales among some of the best beach holiday staycation destinations.

Come together: Holiday companionship trend

The survey also spotlighted outdoor-focused destinations as most appealing, with half of the top holiday types including wellness and nature elements: wellness/spa retreats (21%), safaris (21%) and walking/hiking holidays (20%). A hot tub holiday is a perfect way to embrace your own wellness break in the comfort of your holiday accommodation.

With a clean sweep, beach and coastal holidays were reported to be the most desirable holiday destination type across all age groups surveyed, with 55+ year olds being the biggest fans of relaxing with their feet in the sand. With city breaks also the second most popular across age groups, the third highest ranking is where we see some generational differences. More active holidays like ski trips fall into the top preferences for 18-24 year olds (all that youthful energy!), whilst 25-34 year olds show a preference for cruises, and those above the age of 33 are more likely to opt for the slower pace of a countryside break, such as holidays in Lincolnshire or Hampshire.

Over half of the respondents with children aged 0-18 chose a beach or coastal holiday as desirable, spotlighting it as the most popular outdoor holiday, offering something for travellers of any age.

Where British travellers stay when going on holiday also matters just as much as where they go. Hotels remain the accommodation of choice for over three-quarters of Brits (76%), followed closely by luxury lodge holidays (73%) and villas (70%). While traditional options come out as the most desirable, our survey reveals a growing appetite for more unique experiences like tiny houses and lighthouses (52%), proving adventure seekers want to combine comfort and character.

Emerging 2026 travel trend: luxury lodges are showing up to be one of the most popular choices for holidays this year, offering travellers the best of both worlds. You get an escape to the outdoors, alongside all the home comforts any holidaygoer could need.

Family time and seeing the sights: The top holiday activities for British travellers

The perfect holiday isn’t just about where you stay. With many British holidaygoers only being able to spare a few days for a trip away, making the most of their time spent is arguably the most important thing to keep in mind.

Although relaxing is a must-have for 4 in 5 holidaygoers, this doesn’t necessarily mean just lying on a deckchair in the sun (though we’re not judging if that’s your thing). Over three-quarters revealed sightseeing (77%) and experiencing the landscape (77%) were important, alongside trying local delicacies (66%) and cultural immersion (62%). It’s all about the relaxed exploration vibe.

Residents of Glasgow were the most fond of holidays that allow them to relax and disconnect from their busy home life, with a total of 87% citing it as an important factor for them, followed by holidaygoers from Manchester (86%), Southampton (85%) and Birmingham (84%).

Kid-friendly activities also came out as a necessity on family breaks, with 79% of parents with children aged 0-12 choosing them as one of the important features of a holiday. From beach days and nature trails to interactive museums and adventure parks, families are seeking destinations that keep younger travellers engaged while allowing adults to unwind. From laser tag, to messy play, pottery painting, watersports and archery, fun activities are the key (luckily, at Away Resorts we’ve got that bit covered!)

Come together: Holiday companionship trend

As we’ve seen, time with loved ones ranks among the most important features of a great trip, but who exactly are Brits most eager to holiday with?

Partners take the crown as the ultimate travel companion, with 58% choosing their significant other for their dream getaway. Children follow at 38%, while friends (24%) and small groups of family or friends (18%) round out the top choices. Interestingly, solo travel appeals to less than one in ten Brits (9%), suggesting that for most, holidays are fundamentally a shared experience. (We’re social creatures, what can we say?) Meanwhile, colleagues rank dead last at just 3%, proving that when it comes to switching off, Brits would rather leave work at the office.

Hannah Evans - Product Marketing Manager says:

"Whether it’s a romantic getaway, a family adventure or a long-overdue reunion with friends, one thing is clear: connection remains the golden thread running through every great British holiday. No matter the destination or the itinerary, it’s the people we’re with who turn a simple trip into a cherished memory”

Home from home: Holiday comfort trend

When it comes to the perfect getaway, our holiday trends survey shows a clear standout - British holidaygoers are prioritising comfort over luxury. Access to home comforts and having the feeling of a ‘home away from home’ (62%) ranks as more important than having a luxury holiday experience (58%), with feeling settled and at ease trumping any five-star glamour. We just want a nice cuppa and a comfy sofa, is that too much to ask?

This love of familiarity is also shaping where people go (creatures of habit, unite!):

42% say returning to the same destination is a top feature
73% have holidayed to the same place more than once
25% visit their favourite spot once a year
Only 17% always seek new locations, showing that the comfort of the known outweighs the thrill of the unknown.

For some, that home-away-from-home feeling isn’t just wishful thinking. Nearly three in ten Brits (29%) would consider buying a second home in their favourite holiday spots, with 8% already owning one. 25-34 year olds are leading this trend, with 16% already owning a holiday home, compared to only 4% of 55+ year olds. Regionally, Scousers are revealed to be the leading holiday home owners of the UK, with 12% already owning one, followed by 11% of respondents from London and Edinburgh.

Interestingly, those in ‘remote-working friendly’ industries are more likely to have or be interested in a second home in their top holiday spot. IT and telecoms workers are the most interested in second home purchases (57%), followed by those in finance (53%) and HR (48%). Far fewer of those in retail, manufacturing or travel and transport (28%) express the same interest.

Kate Watts - Holiday Home Sales Marketing Manager says:

“It’s easy to see the appeal of investing in a holiday home, having access to a home away from home removes the stress of endless planning and delivers immediate comfort - especially if that retreat is right on your doorstep in the form of a UK holiday home.”

From planning to purchase: Holiday booking trends and what matters most to UK travellers

Content about booking trends...

Before any decisions are made comes the research stage—and for most Brits, holiday planning is a considered process.

32% begin planning 1-3 months in advance
29% plan 4-6 months ahead
26% plan 7-12 months ahead
10% don't plan in advance at all, embracing spontaneity over schedules.

A last-minute approach is particularly common among single travellers (16%) and those earning £15,000 or less (24%), suggesting that flexibility—whether by choice or circumstance—plays a significant role in how some Brits approach their getaways.

When browsing holiday options, it’s clear that Brits weigh up many factors before hitting the ‘Pay now’ button. Cost tops the list (81%), alongside availability of restaurants and bars (78%), amenities and activities (74%), and online reviews (72%). Practical elements like travel connections matter to 70% of travellers, particularly for those with young children, where an on-foot holiday might not be the easiest option.

Emerging holiday trend for 2026: Three in five now consider whether a location is picturesque or ‘Instagram-worthy’, while eco-friendly credentials matter to 44% - suggesting sustainability and aesthetics are genuine booking factors, not just nice-to-haves.

Four-legged family members get a seat at the table

Nearly two-thirds (62%) of dog owners highlighted dog-friendly holidays as important to them, with 69% feeling guilty if they went on holiday without their pet, proving that, for many, a truly relaxing break means bringing the whole family along (including any furry friends).

In particular, 75% of parents with children aged 0-12 report feeling very guilty when holidaying without the dog - the kids are missing their pet and want them to enjoy the break as well! Can’t argue with that logic.

Planning, finances & logistics: holiday planning admin trends

Holidays might be about escaping the stresses of everyday life, but the planning and the payment that go into making a holiday a reality remain firmly in the less enjoyable parts of a trip.

When it comes to annual holiday spending, the majority of Brits fall into the mid-range bracket, a third budget between £1,000 and £2,999, while a fifth allocate £500-£999. Interestingly, nearly one in five (18%) don’t set a holiday budget at all, suggesting that flexibility and a ‘you only live once’ attitude holds strong among British travellers.

The capital takes the lead on holiday spending, with Londoners budgeting an annual average of £3,055 on their holidays, closely followed by residents of Bristol (£2,886) and Cardiff (£2,766).

Looking ahead, 46% expect their holiday budget for 2026 to increase compared to previous years, while only 11% anticipate a decrease. Even in uncertain economic times, holiday costs are on the up, and the British appetite for travel isn’t going anywhere.

Rosie Bown - Head of Trading says:

“Of course, financial planning can be one of the most stressful aspects of organising a holiday, especially when the goal is to relax and disconnect. The good news is that quality, affordable and equally enjoyable holidays don’t have to mean long-haul flights or eye-watering price tags. Exploring the UK offers all the benefits of a holiday abroad, stunning landscapes, diverse local culture and the all-important downtime, without the financial strain, proving that sometimes the best escapes are closer to home than we think”.

Key travel and holiday trends for 2026

Content about key overall trends...

These UK travel trends reveal that British travel in 2026 is being shaped by a desire for meaningful connection. Here are the top trends to watch:

Emotional wellbeing takes priority – Relaxation, disconnection, and quality time with loved ones are the driving forces behind holiday decisions.
UK staycations gain momentum – Domestic travel offers an affordable, high-quality alternative that delivers connection and relaxation without compromise, even as budgets increase.
Family-friendly focus – Holidays are designed around togetherness, with partners, children, and multi-generational trips taking precedence over solo adventures.
Comfort over luxury – Travellers are choosing familiar, 'home away from home' experiences and returning to beloved destinations rather than chasing luxury.
Sustainability meets aesthetics – Eco-friendly travel and Instagram-worthy locations are emerging as genuine booking considerations for 2026.

Methodology

Away Resorts surveyed 3,000 UK nationally representative respondents to find out what they look for in an ideal holiday and the most popular UK travel trends among Brits, including holiday types, booking criteria and average budgets.

Survey ran from 09/01/26-14/01/26