Over half (54%) of our affluent sample took three or more UK breaks in the past year, an increase from 48% the previous year. Looking ahead, 59% plan to continue this trend by taking three or more trips in 2025.

Breaks are seen as essential personal indulgences, with the majority of Established & HNW individuals making luxury hotel stays a regular part of their lifestyle, highlighting the importance of treating oneself.

The majority of travel is enjoyed with a partner or spouse, with 81% planning a trip together in the next year, up from 76% in 2023/24.

Wellness activities are highly sought after, with 81% showing interest. Spa treatments (61%) and outdoor pursuits like hiking and cycling (45%) are leading the way in creating holistic holiday experiences.

There’s a strong appetite for foodie breaks, with 36% of affluent and HNW travellers looking for luxury dining experiences in the UK. Local sourcing of ingredients and regionally inspired dishes are crucial for three-quarters of fine-dining enthusiasts.

Nearly half (48%) are more likely to book hotels with sustainable practices, placing importance on local food sourcing, reducing food waste and minimising plastic and water usage. They do not necessarily want to pay more for it, but do expect it.

The South West of England (58%) remains the top destination for wealthy British travellers in 2025. The Cotswolds, Scotland, and North East England are also high on their list, showcasing a preference for cultural hubs and scenic coastal regions.

The desire to slow down is clear: 59% are drawn to a ‘slow travel’ approach, while 78% cite rest and relaxation as their primary reasons for taking luxury UK breaks, reflecting a deep need to unwind and revitalise.

Spacious rooms (75%) and exceptional service (69%) are non-negotiable for affluent British travellers when staying in luxury hotels in the UK.

Overcrowded destinations are pushing travellers to explore quieter, lesser-known locations. This ‘quiet travel’ trend means that almost half (45%) now prioritise finding hidden gems, with this figure rising to 53% among Established & HNWIs.