According to the latest ANTOR Destination Trends Report, demand from UK holidaymakers is shifting towards more local, more luxurious, and more quaint travel experiences in 2026
The research identifies key consumer trends expected from UK visitors in the year ahead and beyond.
The top anticipated trends include: 70% increased demand for local experiences, 65% growth in luxury travel, 55% more trips to lesser-known locations, 40% predicting greater use of AI technology used to enhance travel, 40% stronger demand for sustainable experiences, and 30% anticipate shorter stays.
The findings provide an insight into an UK outbound market that is experience-led, with destinations reporting growing demand for authentic engagement, personalised itineraries, and high-quality short stays.
In addition to these trends, the report highlights notable variations on destinations. Short-haul sunshine destinations (such as Spain, Italy and Greece) are seeing particularly strong expectations for local growth in local experiences, shorter breaks, and travel beyond traditional hotspots.
Long-haul sunshine destinations (such as Bahamas, and Samoa) are best placed to capitalise on the demand for luxury experiences. However, destinations such as China and South Korea are expected to see a stronger demand for technology integration and smart travel.
UK travellers are becoming more intentional when it comes to travel. Research indicates a strong appetite for local engagement, meaningful experiences and higher-quality stays. Travellers want to use technology to personalise their itineraries.
The research also places emphasis on under-35s and solo travellers to be key tourism drivers from 2026 and beyond.
