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2026: The year of firsts
With nearly six in 10 Brits feeling stuck in their daily routines, the nation’s decided now’s the time to shake things up and try something new. So, it’s time to rip up the holiday rulebook. Whether it’s booking the trip of a lifetime to a destination you’ve always dreamed about, taking your first solo getaway, or flying off to mark a special milestone, 2026 is set to be the year of holiday firsts.
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What the science says
We’ve teamed up with neurology doctor and neuroscientist Dr Faye Begeti to explore why first-time experiences are so powerful for our brains. She’s also shared her top tips for making ‘firsts’. Here’s what she had to say…
“This research highlights something neuroscience has long understood – trying something for the first time is incredibly powerful for the brain. The routines of everyday life can leave us stuck in autopilot mode: same commute, same decisions, same neural pathways firing. It’s efficient, but it’s not stimulating because we’re relying on the same circuits over and over again.”
“Doing something unfamiliar – whether it’s learning a new skill, taking a bold adventure or marking a big life milestone – gives your brain a workout. These first-time experiences help keep your mind sharp and build resilience that supports brain health as we age.”
Dive into our holiday firsts forecast
Find your next first
Whether you fancy getting active, kicking back and relaxing, or immersing yourself in a new culture, there’s a holiday first to suit you.
Active adventures
If staying active’s part of your plans, our holidays deliver big – we've got sporty escapes around the world for all ages and skill levels.
Find your next adventure holiday.
