According to ABTA’s Holiday Habits 2026-2027 Report, holiday preferences are changing as a trio of types advance ahead
City breaks broke through to the top spot, with 53% saying they have taken at least one city getaway over the past 12 months, up 6% from last year and now surpassing beach holidays (49%).
Cruise has also edged forward in popularity, with 13% of people having taken one in the past 12 months. For note, 17% of respondents said they have planned a cruise for the next 12 months, indicating further growth for the sector. ABTA has also noted that first-time cruisers are rebooking.
The other holiday type rising the ranks is wellbeing breaks, with 9% of people stating they took one over the last year, up 2% from 2025. Coincidentally, interest in wellness cruising has increased to 28%, showing a 7% rise in 12 months.
Shoulder season soars
Looking ahead to 2027, May emerges as the most popular month for holidays, with 17% of people expressing interest in travelling. September follows just behind at 15%, although August remains a favourite with families, with approximately 20% stating they plan to take their holidays during the peak summer.
The search for good-value holidays remains a strong factor in ABTA’s research and is likely to be a key driver of the rise in shoulder-season bookings. The increased appetite for city breaks may also explain the rise in travel during the cooler months, offering a more pleasant experience in cities.
Graeme Buck, Director of Communications at ABTA, said, “Although the statistical differences are relatively small - and so suggest an evolutionary rather than revolutionary change in consumer habits - the ‘travel trio’ of city breaks, cruise and wellness are growing in popularity and ones to watch.
"That doesn’t mean the traditional beach holiday is any less popular – not least with families, where 57% took one in the past year – but it indicates that demand for a variety of holiday types is set to continue.”
