Brits Rewrite the Summer Holiday: 71% Heading Somewhere New, Booking.com Finds

British travelers are breaking their holiday habits this summer, and the shift matters for anyone who hosts them. Booking.com's Summer Getaway Report finds that 71% of Brits plan to visit somewhere they have never been before, while demand surges for adults-only stays, wellness amenities and lesser-known UK coastal towns.

Spain still tops UK wishlists at 32% and leads Booking.com's search data. But the fastest-rising destinations tell a different story. Shanghai is this summer's top trending global destination for British travelers, with searches up 88% year on year, followed by Santa Barbara (up 57%), Los Angeles (up 26%), Kemer in Turkey (up 25%) and Santa Maria in Cape Verde (up 24%). In Europe, Budva in Montenegro leads with 56% growth, ahead of Dublin, Durres, Peschiera del Garda and Kotor.

The domestic picture is just as striking. Morecambe tops the UK staycation list with searches up 106%, followed by Carnforth (up 86%), Exmouth (up 76%), Penzance (up 45%) and Stratford-upon-Avon (up 42%). For independent operators in secondary British coastal and countryside markets, that is meaningful demand arriving outside the usual hotspots.

The report also flags the rise of the "extreme" day trip. Nearly six in ten Brits (58%) say they would travel to a dream destination and back in a single day, one in five have already done it, and searches for same-day return international flights are up 62% year on year.

Family holidays remain the most common trip type at 51%, but 30% of parents say they would rather holiday without their children this summer. 41% are planning an adults-only getaway and 37% are actively seeking adults-only hotels and resorts. Over half of parents (51%) admit holidays with kids can be more stressful than relaxing. Properties with adult-only positioning, or adults-only sections and time slots, have a clear audience here.

Solo travel keeps growing, led by Portuguese destinations. Searches for solo trips to Monção are up 5,288% and Machico is up 376%, with Trapani, Porto Vecchio and Zakynthos Town also trending.

Budgets are holding up despite cost-of-living pressure. Almost a third of Brits (31%) plan to spend more than usual, with average budgets of £1,526, and the extra money is going to bucket-list experiences (27%), better accommodation (21%) and upgraded flights (18%).

Passion-led trips are replacing the default beach break. Hiking features in 19% of trip plans, wildlife spotting in 16%, and wellness demand is broadening, with saunas (22%), ice baths (12%), sound baths (11%) and breathwork (11%) all appearing in holiday plans.

"While classic destinations remain hugely popular, travellers are becoming more intentional about why they travel," said Ryan Pearson, Booking.com's Regional Manager for UK and Ireland.

One caveat worth noting: the findings mix several surveys and search windows, including a 2,000-person Opinium consumer poll and platform search data from spring 2026, so the percentages are directional rather than a single consistent dataset. Still, the pattern is consistent. British guests this summer are chasing novelty, experiences and adult time, and operators who can package any of those stand to benefit.