New research has uncovered a significant trend in British holiday habits, with over a quarter of UK travellers returning to the same destination every year or every other year. The study reveals that feelings of safety, familiarity and emotional connection are driving this pattern of repeat visits.
The Power of Familiarity in Holiday Planning
A comprehensive survey of 2,000 adults conducted for the 2026 Trends Report by Neilson Beach Clubs found that people who enjoy repeat visits return to their favourite holiday spot an average of six times. Remarkably, nearly one in five respondents (18%) have visited their preferred destination between six and twenty times.
The research indicates that more than half of holidaymakers return to the same location because they genuinely love what it offers, while 15% prefer to stick to what they know rather than venture into unfamiliar territory. Additionally, 29% feel confident in the location's safety standards, and another 29% return regularly after developing a strong emotional connection with the place.
Why Brits Keep Coming Back
David Taylor, CEO of the travel provider, commented on this growing trend: "We all look forward to our holiday escapes so much that when you've found something you love that delivers a great experience, it's natural to return again with confidence that the holiday won't disappoint."
The appeal of familiar destinations appears particularly strong for families. More than a quarter (26%) of all respondents said they often revisit the same place because it makes planning significantly easier. One in twenty parents admitted that visiting somewhere unfamiliar with children can be stressful, highlighting the practical benefits of returning to known locations.
Changing Holiday Habits Across the UK
The study also revealed a notable shift in British holiday preferences, with growing interest in active getaways. Over half (52%) of those who currently exercise on holiday would consider booking a fitness-focused trip to improve their physical health—a substantial increase from 33% just last year.
While 67% of respondents still seek traditional relaxing vacations, nearly one in four (24%) now say that incorporating a fitness element brings them just as much enjoyment. For many travellers, exercise is viewed as an effective way to reduce stress (42%) and help rejuvenate both body and mind (37%).
The Desire to Disconnect
The research further highlighted that disconnecting from daily life remains a priority for British holidaymakers. Sixty-seven percent of respondents said taking a break from technology is important for them when they're away, suggesting that digital detox remains a significant motivation for travel.
David Taylor added insight into this aspect of modern holidaying: "We feel that it's easier to switch off by switching on. If your mind is busy getting your body to do something you love, you can truly switch off mentally."
The findings from Neilson Beach Clubs demonstrate a clear rise in repeat bookings, with seven in ten guests returning year on year to their resorts. This data suggests that for a substantial portion of British travellers, the comfort of familiarity and the assurance of quality experiences outweigh the appeal of exploring new destinations.
