Nearly three in 10 Brits have already booked a major holiday for 2027, with a further 16% planning to do so within the next three months, according to a survey commissioned by EverTrek.
Growing appetite for adventure
The findings highlight a growing appetite among Brits for travel and adventure experiences, with one in five (21%) saying they would like to try an adventure holiday but have not yet done so. The research also found that one in five (20%) actively seek out adventurous holidays, while almost a third (29%) say they would like their next holiday to include a once-in-a-lifetime adventure experience.
Top adventure experiences
For those dreaming of an adventure, the research revealed the top three experiences Brits would most like to do. Seeing the Northern Lights topped the list with 27%, followed by undertaking a safari in Africa at 18%, and visiting Machu Picchu or hiking the Inca Trail at 12%.
With almost three in 10 people already having their 2027 major holiday booked, and many more considering booking in the coming months, the findings suggest adventure travel could be high on the agenda for British holidaymakers planning their next big trip.
Industry response
Rhys David, CEO of EverTrek, said: “These findings show just how much appetite there is among Brits for travel that goes beyond the traditional holiday, whether that’s seeing the Northern Lights, experiencing a safari in Africa or trekking to Machu Picchu.
“What’s interesting here is that adventure travel isn’t just appealing to people who already see themselves as experienced trekkers. There’s a much wider group of people who are curious about once-in-a-lifetime experiences, but may need the right guidance, preparation and reassurance to take the first step.”
He added: “At EverTrek, we can help people turn that interest into something achievable. With so many already planning their 2027 holidays, now is a great time to start thinking about where your next adventure could take you.”
