New research has uncovered a significant trend in British holidaymaking habits, revealing that more than a quarter of travellers consistently return to the same destination each year. A comprehensive study of 2,000 adults who have been on holiday found that 29 per cent of holidaymakers visit the same place either annually or every other year, demonstrating a strong pattern of loyalty and repetition in travel choices.
Emotional Connections and Practical Reasons Drive Repeat Visits
The study indicates that people return to the same holiday destination an average of six times, with nearly one in five (18 per cent) having visited between six and twenty times. The primary motivations for this behaviour include enjoying what the location has to offer (52 per cent), understanding that it is safe (29 per cent), and preferring to stick to what they know (15 per cent). Notably, 29 per cent of respondents return regularly because they have developed a strong emotional connection with their favourite destination, highlighting the deep personal bonds that can form with specific holiday spots.
Families and Ease of Planning Amplify the Trend
For families, the appeal of returning to the same place is even stronger, as one in twenty parents admitted that visiting somewhere unfamiliar with children can be stressful. More than a quarter (26 per cent) of all respondents said they often choose the same destination because it is easier to plan, reducing the logistical challenges associated with organising trips. Additionally, 64 per cent emphasised that ensuring their children are engaged and happy with activities is key to a truly enjoyable and relaxing experience for the whole family, with 23 per cent even taking their child's preferences into account when booking a vacation.
Shift Towards Fitness-Focused Holidays
The research also reveals a notable shift in holiday habits, particularly towards health and wellness. Among those who engage in exercise activities on getaways, 52 per cent would book a fitness-focused trip to improve their physical health, up from 33 per cent last year. Furthermore, 38 per cent stick to their fitness routines while away, and 43 per cent would participate in fitness activities during holidays.
Popular Activities and Balancing Relaxation
Swimming (50 per cent) and paddle boarding (19 per cent) were among the most popular choices for water-based activities, while yoga and tennis (each at 23 per cent) led for land-based pursuits. A significant 45 per cent would opt for a getaway where fitness activities are included in the price. Despite this trend towards activity, 67 per cent still seek a more relaxing vacation, though nearly one in four (24 per cent) say a fitness element brings just as much enjoyment. Many respondents view these activities as a way to reduce stress (42 per cent) and rejuvenate the body and mind (37 per cent).
Industry Insights and Consumer Behaviour
The findings come from the 2026 Trends Report by Neilson Beach Clubs, which highlights a clear rise in repeat bookings across its resorts, with seven in ten guests returning year on year. David Taylor, CEO for the travel provider, commented on the trend, stating, "We all look forward to our holiday escapes so much that when you've found something you love that delivers a great experience, it's natural to return again with confidence that the holiday won't disappoint." He added that offering activities for different ages and interests gives guests flexibility, even when returning to the same resort.
Taylor further noted, "It's encouraging to see consumers leaning strongly to even more holidays for 2026. The survey responses on activities resonate with us; we feel that it's easier to switch off by switching on. If your mind is busy getting your body to do something you love, you can truly switch off mentally." He emphasised the balance between activity and relaxation, explaining that after energetic pursuits like sailing, guests still enjoy time on a sunlounger, turning a good holiday into a great one.
Technology Detox and Overall Trends
With screen fatigue on the rise, 67 per cent of respondents said taking a break from technology is important for them when they are away, underscoring a desire for digital detox during vacations. This aligns with the broader shift towards more mindful and health-conscious travel choices, as holidaymakers seek experiences that promote well-being and reduce stress.
In summary, the research paints a picture of holidaymakers who value familiarity, safety, and emotional connections, while increasingly incorporating fitness and wellness into their trips. This dual focus on comfort and activity reflects evolving preferences in the travel industry, as consumers look for balanced getaways that cater to both relaxation and personal health goals.
