Bookworm Brits are increasingly choosing where to take trips based on the book they're reading, according to a survey by Diet Coke. The study of 2,032 readers found that three-fifths (59%) struggle to find somewhere that perfectly matches the mood, vibe or genre of the book they want to read.
More than a quarter (28%) have deliberately taken a book to a specific reading spot inspired by its aesthetic or genre, while a further 41% say they haven't done so yet but would like to.
Top reading locations revealed
Quiet, remote or off-grid locations (37%) top the list of places people say enhance their reading experience. This is followed by parks and green spaces (33%), dramatic coastlines or beaches (31%) and cosy cafés or independent bookshops (30%).
The perfect reading spot can depend on the story, according to the Diet Coke study. It revealed that different genres are inspiring very different destinations, with readers looking for locations that complement the atmosphere of the book they're diving into. Thriller fans are drawn to the windswept marshes of Tollesbury in Essex, while romance readers are opting for dreamy coastal escapes such as Porthcothan Bay in Cornwall.
Celebrity bookmarks and social media influence
Those looking to settle into a classic can take inspiration from award-winning author Elizabeth Day, whose BookMark is Vauxhall Park in London. The internet's 'resident librarian' Jack Edwards recommends Palace Green in Durham to tackle historical fiction.
The study also revealed the way people discover and experience books is changing, with social media communities increasingly influencing what and how we read. Two-fifths (40%) of adults say they've read a book recommended by a social media community such as BookTok in the past year - rising to 73% of 18-24-year-olds.
Diet Coke launches BookMarks map
Reading is also becoming increasingly connected to personal identity, with 59% agreeing that what and where they read says something about who they are. With readers increasingly looking beyond the pages to create the right atmosphere for their reading break, Diet Coke has launched BookMarks.
It's a new interactive literary map designed to help people discover the best places to read across the UK and Ireland. The map brings together recommendations from readers and book tastemakers, allowing people to explore locations by mood and genre, discover new reading spots and share their own. More than 100 readers have already added their favourite places to the map, creating a growing directory of reading destinations. This includes city parks, historic gardens, coastal views and lakeside escapes.
Author Elizabeth Day says the right location can transform the experience of a book. Elizabeth said: "For me, reading has always been the ultimate escape. But the place I read can completely change how I experience books. My BookMark is Vauxhall Park. It's a peaceful enclave in the centre of a city with plenty of benches so there's always somewhere to sit. I love reading a good classic here."
Jack Edwards said: "The way we read has completely transformed. Reading is no longer just a solo activity, it's a conversation starter, a way to connect and a marker of taste. BookMarks celebrates that culture and gives readers a way to share, discover and claim the spots that make their reading break feel more immersive."
Aisling Wilde, Senior Brand Manager at Diet Coke GB&I, said: "A Diet Coke break has always been about taking a crisp, refreshing moment for yourself. We know that where you choose to take that moment can make all the difference, so BookMarks gives people a new way to discover the places that perfectly match what they're reading."
Readers can add their own pins and discover recommendations from fellow readers on the BookMarks map by scanning the QR code on Diet Coke cans.
