Earlier this year, UK holiday provider Away resorts surveyed 3,000 Brits to uncover their preferences when it comes to choosing their ideal getaway, from the budget to the booking process
According to the Holiday Desires Report 2026, the majority of UK travellers look to return home having felt relaxed (69%), refreshed (55%) and comforted (36%), highlighting emotional well-being as a priority for many. A quarter of those surveyed said they seek inspiration while they travel, with another 25% also searching for an active boost while away.
Home sweet home
Even after the world opened up again following the pandemic, UK staycations remain hot competition for adventures further afield: 46% of those surveyed said they would choose a UK staycation as an ideal trip for them, compared to the 45% seeking a holiday abroad.
In terms of where Brits are going on their holidays, 52% chose a beach or coastal break as their desirable destination, with city breaks following at 45%, and countryside retreats at 34%. More active escapes, such as skiing holidays, have fallen in popularity, with 12% citing them as their vacation go-to.
As a nation of routine followers and creatures of habit, it is no surprise that 62% of Brits say that access to home comforts and having a ‘home away from home’ is one of the most important features for a holiday, with luxury experiences (58%) and trying new activities (57%) following suit. Another important factor that is creeping into three-in-five holidaymakers’ minds when booking a trip is the aesthetics of a destination, with the overall ‘Instagrammable’ vibe becoming an important aspect.
The heart of any holiday
A sense of togetherness and bonding with loved ones is at the heart of any holiday, and the survey found that 58% of Brits say their partners make the perfect travel companion, while 38% say their children make the holiday extra special. Solo travel among British holidaymakers has dipped, with only 9% willing to go it alone.
Away Resorts’ product marketing manager, Hannah Evans, said, “Whether it is 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 British holiday. No matter the destination or the itinerary, it is the people we’re with who turn a simple trip into a cherished memory.”
Do you want to read more about how the Brits are booking their holidays? Read the full report here.
