Heritage is the most powerful driver of luxury travel. Three-quarters (75%) of affluent travellers say historic and cultural experiences are their top priority when booking, ahead of food (66%), wellness (56%), and even nature (56%). Britain’s story-rich hotels and landscapes have become the ultimate differentiator in a crowded luxury market.

Nearly 8 in 10 travellers (79%) say comfort and quiet are “essential” or “very important” to their holiday choice, making peace and rest the defining luxuries of our time. Hidden gems and undiscovered places are also on the rise, with 37% saying they are a key priority.

Domestic tourism has outgrown its reputation as a fallback. More than half (54%) took three or more UK breaks in the past year, and 59% plan
to repeat this in 2026. Climate confidence, global disruption, and rediscovery of the UK’s treasures are making the British Isles the modern playground for luxury travel.

Despite wider economic uncertainty, travel is treated as a non-negotiable investment in wellbeing and relationships. Four in ten (42%) expect to spend more on UK breaks next year, and only 5% plan to cut back. Domestic trips remain the most resilient category.

Couple travel still dominates (79%), but trips with friends are rising (28%) and multigenerational holidays are booming (19%, up 7 points year-on-year). Solo travel remains modest at 9% but holds potential, with many citing reduced single supplements and safe, welcoming dining as game-changers.

Flexibility and impulse now define indulgence. While 47% say they “usually” book 1–3 months ahead, hotels report up to threequarters of bookings happening last-minute. Spontaneity has become a status symbol: the ability to decide today and depart tomorrow.

Food is now the lens through which a stay is judged. Guests expect variety, moving seamlessly from casual pub comfort (70%) to fine dining (41% overall, 56% among HNWIs). Provenance, seasonality, and experiential dining such as chef’s tables and foraging walks are shaping the new luxury
palate.

Travellers are not seeking “eco-hotels” but they resonate deeply with conscious choices. Local sourcing (69%), minimal plastic (48%), and visible
support for communities (47%) leave lasting impressions. Quiet, thoughtful gestures are becoming markers of refinement and drivers of loyalty.

Hotel websites (76%), friends and family (56%), and trusted collections like PoB Hotels remain the most influential sources of inspiration. While social media inspires 31%, trust in a brand or direct booking benefits (best price cited by 85%) are what secure the booking.

Guests no longer view the UK as “home turf” but as a destination of discovery. From castles and coastlines to kitchen gardens and spas, the variety rivals international travel.