7 Travel Trends Shaping UK Holiday Habits
Posted on 17-09-25By: Claire S. | 5 minute read
Flexible UK Holiday Trends: Why Travellers Want Options
Travel in the UK is evolving, shaped by new priorities, preferences, and perspectives. Today’s traveller is looking for more than just a change of scenery, they want experiences that feel personal, flexible, and meaningful. From the Highlands to the Cornish coast, shifts in UK holiday habits reveal how people are rethinking the way they book, where they stay, and how they spend their time away. Here are seven key shifts shaping the way travellers experience their getaways today.
1. Shorter, Midweek Breaks
Demand for short stays has risen noticeably, with 32% of all bookings in 2024 made for short breaks, an increase of 4% compared to 2023. This trend highlights how flexibility has become a staple of holiday planning, as travellers look for quick getaways that fit more easily around work, school, and everyday commitments. Midweek escapes, in particular, are on the rise, giving people the chance to enjoy quieter destinations and better value while still recharging. These shorter breaks reflect a growing desire to travel little and often, proving that holidays don’t have to be long to feel restorative.
đź’ˇ Did you know?
Almost 1 in 3 UK holidays in 2024 was a short break, with demand up 4% year-on-year.
2. Bigger Groups, Bigger Homes
One of the clearest shifts in UK holiday habits is the rise of group travel. Families, friends, and multi-generational gatherings are increasingly choosing to holiday together, creating demand for larger properties that can accommodate everyone under one roof. Bigger cottages don’t just provide extra space, they offer communal kitchens for shared meals, gardens for relaxing outdoors, and plenty of bedrooms so no one feels cramped. This rise in group-focused getaways reflects a broader trend: holidays are being seen less as solo escapes and more as opportunities to reconnect. Whether it’s celebrating milestones, reuniting after time apart, or simply enjoying quality time together, large holiday homes are now high on the wish list.
đź’ˇ Did you know?
Bookings for cottages sleeping 8+ guests are up 25% year-on-year, and 10% higher than three years ago.
3. Pet-Friendly Stays Priority
For many, holidays are no longer complete without their four-legged companions. Demand for pet-friendly properties has surged, with more than half of UK holidaymakers now saying they will only book accommodation where pets are welcome. This shift reflects a growing desire for inclusive travel, where the whole family, pets included, can enjoy time away together. From coastal cottages with beaches nearby to countryside homes with enclosed gardens, the variety of pet-friendly options has expanded rapidly to meet this demand. It’s clear that in today’s market, offering a dog-friendly stay isn’t just a bonus, it’s an essential.
đź“Š Over 50% of travellers now ONLY stay at pet-friendly properties, making this one of the fastest-growing search trends across the UK.
4.Sustainability as a Must-Have
Sustainability is no longer a niche preference, it’s fast becoming a standard expectation. Guests are actively seeking out properties that demonstrate eco-conscious values, from energy-efficient appliances and recycling facilities to the use of renewable energy. Locally sourced produce, eco-friendly linens, and reduced single-use plastics are now key differentiators when travellers choose where to stay. This shift reflects a wider cultural move toward greener living, with holidaymakers increasingly wanting their breaks to align with the choices they make at home. For many, staying somewhere sustainable enhances the sense of wellbeing a holiday brings, knowing their getaway treads more lightly on the environment while still delivering comfort and quality.
🌱 Did you know?
Nearly 2 in 3 UK travellers now say they are more likely to book a holiday property if it demonstrates clear eco-friendly practices.
5. Tech-Enabled Comfort & Convenience
In today’s connected world, reliable internet access is no longer a nice extra, it’s essential. For many travellers, especially remote-working parents and digital nomads, fast Wi-Fi is one of the first items on the booking checklist. It enables guests to blend work and leisure seamlessly, whether that means checking emails in the morning before heading out on a hike, or children streaming movies after a day exploring. Free, high-speed Wi-Fi is now viewed as a baseline expectation, much like heating or hot water, and properties without it risk being overlooked. As the popularity of “workations” grows, this amenity has become a key driver of longer, more flexible stays.
📶 Did you know?
Over 70% of UK travellers list fast, free Wi-Fi as a top deciding factor when choosing holiday accommodation.
Read more on this trend in our blog Best UK Cottages for Remote Working.
6. Why Stays with Stories Matter Most
Modern holidaymakers are increasingly choosing cottages that offer experiences rather than just a place to sleep. Properties with unique features, like hot tubs, firepits, or direct access to nature, consistently outperform standard listings. Farm stays, coastal retreats with wildlife spotting, and cottages that blend history with comfort are especially popular, as guests seek more than amenities: they want memories and stories to take home. This shift reflects the growing importance of meaningful, shareable experiences that connect people more deeply with their surroundings. For today’s traveller, a stay is no longer just about where you lay your head, it’s about the moments that make it unforgettable.
✨ Did you know?
Cottages with standout features such as hot tubs, farm settings, or wildlife access receive up to 30% more bookings than conventional listings.
If you're looking for more inspiration on farm stays, read our blog on the best Best Farm Cottage Holiday's.
7. Rise of 'Flexiscapes'
Today’s holidays are no longer defined by a single activity or theme. Travellers are increasingly blending relaxation with adventure, creating what we might call “flexiscapes”, breaks that offer something for everyone. A single trip might include peaceful mornings spent in a cottage garden, afternoons exploring hiking trails, and evenings enjoying local dining. This trend is especially strong among multigenerational families and mixed-interest groups, where the key is variety: grandparents, parents, and children all finding experiences that suit their pace and passions. By catering to multiple needs within one stay, these flexible holidays maximise value, reduce stress, and create memories that feel richer and more inclusive.
đź“Š Trend Insight:
More than 40% of UK travellers now plan holidays that combine both rest and activity, reflecting the rise of multi-interest group getaways.
The way people holiday in the UK is changing, with travellers placing more value on flexibility, experiences, and meaningful connections. From pet-friendly stays and larger group-sized cottages to properties with sustainable features and reliable, high-speed Wi-Fi, the expectations of today’s guests are clear. They want spaces that feel both comfortable and characterful, while also supporting modern lifestyles that blend work, rest, and play. By anticipating and responding to these evolving preferences, cottages.com is not only keeping pace with change but leading the way, ensuring that every guest can find the right stay, in the right place, at the right time.
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cottages.com is your go-to destination for an extensive selection of memorable cottage holidays. With a wealth of experience spanning over 45 years, we boast a portfolio of over 19,000 holiday homes spread across the UK, catering to every budget. We're committed to maintaining a high standard of service to our customers by abiding by ABTA's Code of Conduct Our excellent Trustpilot rating reflects the high level of customer satisfaction we strive for. We believe in keeping things simple, so you can focus on making lasting memories with your loved ones from the moment you book with us.
