A new national report has revealed the latest UK holiday trends and spotlights what really matters to UK holidaygoers when booking time away.
*All details correct at time of publish (23 February 2026)
The Holiday Desires Report from UK holiday provider Away Resorts surveyed 3,000 nationally representative Brits to uncover their preferences across every aspect of a holiday, from budgeting and booking to the emotions behind it.
1. Emotional well-being takes priority
When asked how they want a holiday to make them feel, the majority of UK travellers look to return home having felt relaxed (69%), refreshed (55%) and comforted (36%). A further quarter seeks inspiration whilst away, with 25% also searching for an active boost.
2. UK staycations edge out holidays abroad, while coastal trips take the win
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.
Half of Brits (52%) chose a beach or coastal holiday as a desirable destination. City breaks (45%) and countryside trips (34%) were also among the most popular, whilst more active escapes like skiing (12%) fell to the bottom.
3. British holidaygoers are creatures of habit, prioritising comfort over luxury
The survey revealed that UK travellers are searching for the familiar, with 62% saying access to home comforts and having a ‘home away from home’ is one of the most important features of a holiday. While still popular, luxury experiences (58%) and trying new activities (57%) were surprisingly beaten by Brits’ love of home comforts.
Bonus trend: A quarter of Brits visit their favourite spot once a year, with 3 in 10 Brits (29%) already owning or interested in buying a holiday home.
4. Sustainability meets aesthetics
While cost, activities and reviews still remain the most important factors when booking a holiday, three in five now consider whether a location is picturesque or ‘Instagram-worthy’ before deciding on a destination. 44% also revealed that sustainability and eco-friendly credentials are genuine booking factors.
5. Family forever – solo travel loses its popularity
The survey revealed that UK holidaygoers design their trips around togetherness and time spent with loved ones. Partners and children were deemed the most ideal holiday partners, with 58% and 38% choosing them, respectively.
Solo travel appeals to fewer than one in ten Brits (9%), suggesting that, for most, holidays are fundamentally a shared experience.
Hannah Evans, Product Marketing Manager at Away Resorts, 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”
Survey credit: Holiday Desires Report 2026
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