New research published by AA Hotel and Hospitality Services, suggests British holidaymakers are changing their holiday habits, with shorter and more frequent breaks becoming increasingly popular.
The findings point to strong opportunities for destinations such as the Cotswolds, which is well placed to meet the growing demand for high-quality memorable stays closer to home and https://www.staycotswold.com/ which manages over 300 properties in the region, is poised to accommodate this growing trend.
New research from AA Media, published by AA Hotel and Hospitality Services, found that 37% of Britons plan to take more UK leisure trips in 2026, with 43% choosing UK destinations over an overseas holiday this year. The research also revealed:
- 56% are opting for shorter, more frequent breaks, and 48% want to explore more of the UK
- Countryside escapes are the second most popular type of UK break (46%), just behind coastal getaways (55%)
- 92% consider official quality ratings or reviews before booking
- 25% expect to spend more on memorable experiences closer to home
Tracy Archer, owner director at StayCotswold, said:
“These findings reflect what we are hearing from guests booking their stays with us. People are choosing shorter, memorable stays throughout the year in the UK, rather than planning major holidays abroad.”
“The Cotswolds has so much to offer, and we are definitely seeing guests wanting to get away closer to home without the airport hassle.”
Source: AA Media UK Leisure Travel 2026 Survey Results, published by AA Hotel and Hospitality Services, July 2026
