Destination and travel style firsts

Brits are rewriting the holiday playbook. Many plan to travel beyond their usual destinations, pick new modes of transport (rail, cruise and multi-stop itineraries), try unusual stays and even flip seasons to dodge crowds and dial up value.

Top destination firsts for 2026 include visiting a dream country you’ve not been to (31%), travelling to a new continent (21%), taking a long-haul flight for the first time (8%), and booking an unusual stay such as a treehouse, overwater villa or ice hotel (16%). Cruises, scenic rail journeys and multi-stop itineraries are also climbing the list.

Why the shift? Feeling adventurous is the biggest driver (39%), followed by fulfilling bucket list dreams (38%), breaking routine (33%) and pushing comfort zones (32%). Season-flipping is another trend to watch, with 16% planning to swap peak summer for Easter, October half term or winter sun.

When it comes to company, Brits most want to share a new destination with a partner (54%), a best friend (13%) or group of friends (10%), or go solo (7%). For first-time mate trips, beach breaks, activity adventures and culture-rich city breaks lead the way.