Over a third of Britons (37%) plan to take more UK leisure trips in 2026, as travellers rethink how they holiday, according to new research from AA Media.
Though value for money remains the single biggest consideration when choosing where to stay for almost 8 in 10 (79%), the findings suggest consumers are reshaping their travel habits in 2026 rather than cutting back.
43% are choosing UK destinations over overseas holidays this year. In addition, over half (56%) are opting for shorter, more frequent breaks whilst almost half (48%) seek to explore more of the UK.
Far from signalling a slowdown in spending, a quarter (25%) expect to spend more on memorable experiences closer to home, with additional budgets focused on better accommodation and taking more trips (both 63%) followed by increased spend on dining out (50%).
The North of England is set to be the UK’s most popular destination this year, attracting 45% of travellers, ahead of the South West (41%) and Scotland (38%). Coastal breaks remain the nation’s favourite type of UK getaway (55%), closely followed by countryside escapes (46%), with one in five (21%) plan a camping or caravan holiday.
Trust also plays an important role in booking decisions. More than nine in ten (92%) consider official quality ratings or user reviews before booking accommodation, with six in ten (60%) taking both into account. Encouragingly for accommodation providers, more than half (51%) prefer to book directly through the hotel’s or property’s own website rather than via online travel platforms.
While online search remains the dominant way to discover new destinations for two thirds (67%), traditional word of mouth remains highly influential, with 44% relying on recommendations. Interestingly, one in three (33%) still use a physical map when planning UK leisure trips.
Simon Numphud FIH, Managing Director at AA Media, said:
“These findings paint a very positive picture for UK tourism. As economic pressures continue to influence travel decisions, what’s particularly encouraging is that people aren’t turning their backs on travel, they are simply changing the way they do it. Rather than one or two longer holidays, many are opting for shorter, more frequent UK breaks that offer value and the opportunity to discover more of what’s on their doorstep.
“For hospitality businesses, this presents a significant opportunity. Those that can deliver excellent value without compromising on quality will be well placed to benefit from the growing demand for UK leisure travel in 2026.”
To review full survey results report, click here.
