More than a quarter of British holidaymakers revisit the same destination every year or every other year, according to new research. A study of 2,000 adults found that those who enjoy repeat visits return to the same place an average of six times, with nearly one in five (18%) having visited their favourite spot between six and 20 times.
The findings, from the 2026 Trends Report by Neilson Beach Clubs, reveal a clear rise in repeat bookings, with seven in 10 guests returning year on year to their resorts. More than half of holidaymakers go back because they love what the destination has to offer, while 15% prefer to stick to what they know. A further 29% feel confident in the location’s safety, and an equal proportion return regularly due to a strong emotional connection with the place.
David Taylor, CEO of the travel provider, commented: “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 is particularly strong for families, with over a quarter (26%) of respondents saying they revisit the same place because it is easier to plan, and one in 20 parents admitting that visiting somewhere unfamiliar with children can be stressful.
The study also highlighted a significant shift towards active getaways. Over half (52%) of those who currently exercise on holiday would consider booking a fitness-focused trip to improve their physical health, up from 33% last year. While 67% still seek a relaxing vacation, nearly one in four (24%) say a fitness element brings just as much enjoyment.
Disconnecting from daily life remains a priority, with 67% of respondents saying taking a break from technology is important when away. For many, exercise is seen as a way of reducing stress (42%) and helping to rejuvenate the body and mind (37%). Taylor added: “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.”
