What’s Changing & Why
Several overlapping factors are causing a shift in how Britons plan their holidays:
- Climate & Weather-Concerns
- Rising temperatures, heatwaves and wildfire risks in traditional summer destinations (southern Europe etc.) are making beach holidays less attractive, especially at peak times. (Financial Times)
- As a result, there’s growing interest in “cooler” destinations or travelling during “shoulder seasons” (spring, autumn) to avoid extreme heat. (Financial Times)
- Overtourism, Crowds & Authenticity Fatigue
- Some classic destinations are becoming crowded, more expensive, or perceived as losing charm. This leads travellers to seek quieter, more authentic, less visited places. (Travel And Tour World)
- There is also concern over environmental impacts of mass tourism, pushing people toward more sustainable, low-impact travel. (Hotel News Resource)
- Cost / Value Pressures
- Inflation, flight costs, accommodation and general cost of travel mean holidaymakers are more value sensitive. Spending money where the experience is richer / more unique, rather than paying for just sun & sand or expensive city hotel rates. (expedia)
- Many people are drawn to domestic or closer options, to reduce travel cost, time, stress. (Belfast News Letter)
- Desire for Experiences / Slower Travel
- Rather than “relaxing on the beach” or ticking off tourist landmarks in cities, more travellers want immersive, meaningful, varied experiences: local culture, nature, gastronomy, learning, exploring. (jasmineholidays.co.uk)
- “Slow travel” is growing: staying longer in fewer places, travelling at a more relaxed pace. (jasmineholidays.co.uk)
- Shift to Domestic / “Staycation” Options
- Many are staying in the UK or going to nearer destinations rather than long-haul or foreign beach resorts. Convenience, lower risk, lower cost, and more control over circumstances (weather, travel disruptions) are all motivating factors. (Belfast News Letter)
What the New Trends Look Like — What People Are Choosing
From recent reports and data, here are the emerging travel preferences among Britons which contrast with classic beach breaks or generic city tours:
| Trend | What It Means / Key Features | Who’s Leading It / Examples |
|---|---|---|
| Adventure / Complex Overseas Trips | Rather than simple resort stays, more families and couples are looking for trips with multiple activities: wildlife, hiking, off-beaten destinations, exploring nature rather than just relaxing by a pool. (The Independent) | |
| Boutique / Unique Accommodation | Smaller hotels, lodges, character-stays, farm stays, homestays, repurposed historic buildings. People prefer places with personality over big generic resorts. (jasmineholidays.co.uk) | |
| Reading / Rest / Slow Travel Retreats | Holidays centred around rest, reading, reconnection, slower itineraries. Less rushing, more quality of time. “Readaways” (reading focused escapes) are rising in interest. (Milton Keynes Citizen) | |
| Farm & Nature Escapes | Staying close to nature, on farms or in rural settings (farms, countryside lodges) instead of urban or beach resort settings. (Milton Keynes Citizen) | |
| “Hotel Hop” and Multi-Stop Local Area Travel | Instead of staying in one hotel or resort, travellers may stay in several in one destination or area, to get different neighbourhoods / vibes. Keeps trips dynamic. (The Sun) | |
| “Coolcations” & Shoulder Seasons | Travelling when it’s less hot and crowded, choosing cooler climate destinations, or domestic or closer destinations so less travel stress. (Globetrender) | |
| Cultural / Authentic Small City or Towns Over Big Cities | Instead of big, famous cities (Paris, Rome, Barcelona), choosing smaller or less busy cities/towns, places with strong local culture, food, lesser-known heritage. (GB News) |
Data & Evidence Examples
- A report by Kuoni found that families are increasingly picking destinations like in Africa or Asia (for example Thailand) instead of standard European beach resorts. There was ~60% growth for such bookings among families. (The Independent)
- According to an ABTA report cited by Travel And Tour World, cruising is gaining popularity among younger travelers in the UK. Something more experiential and diverse, beyond lounging on one beach. (Travel And Tour World)
- Expedia’s “Summer Travel Outlook” shows that Brits are increasingly interested in short haul city breaks (e.g. Zürich, Basel) but also long-haul exotic destinations for off-season escapes, rather than always returning to Mediterranean beach classics. (expedia)
- Survey data shows that over 80% of Britons opted for staycations in 2025. Domestic trips are big. (Belfast News Letter)
What That Implies for 2026
Putting together the signals, for 2026 we can expect:
- More “hybrid” holidays: combining relaxation with activity, nature, culture rather than pure beach or pure city.
- More bookings in the “off-peak” times to avoid heat, price spikes, crowds.
- Demand for small, unique, boutique or character-filled accommodations.
- A growing importance of sustainability, environmental concerns influencing destination and timing choices.
- Staycations and nearer destinations will remain strong, especially for those with tighter budgets or seeking less travel logistics.
- More interest in travel that feeds personal growth: learning, cultural immersion, maybe even combining with remote work.
Limitations & Counter-Forces
- Beach holidays and classic sun destinations are far from dead. Many people still value them, especially during summer school holidays, or when seeking pure rest and convenience.
- Flight cost / visa / travel-regulation hurdles and unpredictability can still push people toward tried & tested holiday types.
- For many travellers, comfort, ease, and predictable weather matter a lot; so for some segments, classic beach or city breaks will remain preferred.
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Britons Are Turning Away from Classic Beach Holidays and City Getaways — Case Studies (2026 Travel Trends)
Below are four real-world case studies illustrating the emerging 2026 travel trends among Britons who are moving away from traditional sun-and-sand or city-break holidays toward experiences that are slower, more meaningful, sustainable, and value-driven. Each case study explores who the travellers are, what they chose instead, and what their decisions reveal about shifting national preferences.
Case Study 1: From Mallorca Beaches to Scottish Highlands Eco-Retreats
Traveller Profile:
Sarah and Daniel, both in their mid-30s from Manchester, previously spent their annual holidays on Mediterranean beaches (Mallorca, Ibiza). In 2025, rising temperatures (38°C+ in southern Europe), cost inflation, and over-crowding led them to rethink their plans.Their 2026 Choice:
They opted for a “slow travel” retreat in the Scottish Highlands, booking a converted farmhouse near Fort William offering yoga, guided hikes, and organic farm-to-table dining. The retreat marketed itself as “carbon-neutral” and included tree-planting and sustainability workshops.Motivations:
- Avoiding southern European heatwaves and flight chaos.
- Desire for mental-wellness and nature immersion rather than poolside lounging.
- Supporting local UK tourism and minimising carbon footprint.
Outcome:
They rated the experience higher than any previous beach break. Sarah noted, “It felt more restorative and connected — we came back re-energised, not sunburnt.”
Bookings for similar rural retreats rose by 28% year-on-year, according to VisitScotland data cited in The Guardian’s 2025 travel report.Insight:
The case illustrates a growing “eco-retreat” movement — Britons choosing cooler climates and sustainability over convenience.
Case Study 2: From Rome City Breaks to Small-Town Cultural Immersion in Portugal
Traveller Profile:
Linda and her friends, three London professionals in their 40s, had a decade-long tradition of spring city breaks in Rome or Paris.Their 2026 Choice:
They chose Évora, a small UNESCO-listed town in Portugal’s Alentejo region, instead of a major city. The group stayed at a locally owned guesthouse, took pottery workshops, and joined a grape-harvest volunteer programme.Motivations:
- Overcrowding and overtourism fatigue in major capitals.
- Wanting “authentic culture” and local connection rather than tourist circuits.
- Lower costs and slower pace of travel.
Outcome:
Their average daily spend dropped by 20% but satisfaction scores (according to Airbnb’s internal post-stay survey) were higher.
“We met locals, learned a craft, and didn’t queue once — it’s the opposite of a city rush,” Linda said.Insight:
This demonstrates a core shift: travellers want culture and authenticity, but without the crowds, noise, or expense of global city tourism. Regional and secondary-city tourism boards are benefiting.
Case Study 3: Family Swap — Beach Resort to Farm Stay in Wales
Traveller Profile:
The Patel family from Birmingham, with two children aged 8 and 10, typically visited Canary Islands resorts for summer holidays.Their 2026 Choice:
They booked a farm stay in Pembrokeshire, combining learning and outdoor fun. The children helped feed animals, learned about renewable energy (the farm had a small solar setup), and went on guided coastline walks.Motivations:
- Desire for an educational, sustainable, and lower-stress experience.
- Cost and safety: no flights or travel insurance headaches.
- Family’s growing interest in environmental awareness (children learned about biodiversity through school).
Outcome:
The family reported higher engagement and meaningful bonding time.
According to a 2025 survey by VisitBritain, 68% of UK families plan at least one domestic or nature-based trip in 2026, showing a broader trend toward experiential “edu-holidays”.Insight:
The farm-stay and “green family travel” segment is now a leading alternative to all-inclusive beach resorts for middle-income British families.
Case Study 4: Adventure-Seeking Millennials Trade Beach Loungers for Nordic Expeditions
Traveller Profile:
Tom and Alicia, a London couple in their late 20s, were regulars at Greek island resorts. In 2026, they joined a guided Arctic Circle hiking and photography trip in Norway.Their 2026 Choice:
A 10-day “Coolcation” focused on wildlife photography, glacier exploration, and local Sámi culture. They travelled during August — escaping southern European heat and exploring cooler destinations.Motivations:
- Climate awareness and a desire for “ethical” adventure.
- Social-media-driven search for rare, shareable experiences.
- Preference for cooler temperatures (“Coolcation” trend).
Outcome:
Their posts from Tromsø and the Lofoten Islands went viral, influencing friends to look beyond southern Europe.
ABTA’s 2025 forecast reported a 42% increase in bookings to Scandinavia by UK travellers, citing the same “Coolcation” motivations.Insight:
Adventure and climate-driven tourism are rising fast among younger Britons, replacing sun-loungers with glaciers and hikes. “Coolcations” are now a mainstream trend, not a niche.
Patterns Emerging Across the Case Studies
Emerging Value Evidence from Case Studies Sustainability over convenience Eco-retreats and low-carbon domestic trips replacing air-travel-heavy holidays. Experience and learning Cultural workshops, farm stays, and adventure trips emphasise growth over relaxation. Climate-resilient destinations Cooler regions like Scotland or Norway gaining popularity as southern Europe faces extreme heat. Affordability and value Families and groups finding better value in domestic or small-town stays vs major resorts. Desire for authenticity Travellers want real local culture — not mass-tourism replicas of it.
Key Takeaway
As 2026 approaches, British travellers are redefining what a holiday means. Instead of chasing the sun or famous landmarks, they’re pursuing purpose, comfort, and connection — with nature, local people, and personal wellbeing. This shift is reshaping how the travel industry markets destinations, accommodation, and even domestic tourism within the UK.