Experience and adventure firsts

In 2026, we don’t just want time off - we want transformative time. Experience-first holidays are on the rise, from wellness and foodie escapes to safaris, scenic train journeys and adrenaline adventures.

Our research shows that 27% have already booked an active holiday, while 28% haven’t but want to. Top experience firsts for 2026 include safaris (22%), wellness retreats (15%), foodie holidays (15%), adventure trips (15%), ski breaks (10%) and cultural events like Rio Carnival or Holi in India (15%).

Motivations are emotional as much as practical – feeling stuck in a routine (22%), craving freedom (22%), needing a reset (26%) and wanting to feel proud or accomplished (14%).

And what do Brits hope these holidays will deliver? Joy, freedom, confidence, purpose and connection top the list.