UK holidaymakers return to same destination six times on average
More than a quarter of holidaymakers visit the same destination every year, or every other year, new research has found. A survey of 2,000 adults showed that those who enjoy returning to the same place do so an average of six times. Nearly one in five (18%) have been to their preferred destination between six and 20 times. More than half of holidaymakers revisit the same destination because they love what it has to offer, whilst 15% also prefer to stick to what they know. Meanwhile, 29% feel confident in the location's safety or return regularly after forming a strong emotional connection with the place. The findings come from the 2026 Trends Report by Neilson Beach Clubs, which has witnessed a clear rise in repeat bookings, with seven in 10 guests returning year on year to their resorts. David Taylor, CEO for the travel provider said: “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. “That is why we have activities for different ages and interests, giving guests flexibility in how they spend their time, even when returning to the same resort.” The research suggests the appeal of a familiar destination is even stronger for families. More than a quarter (26%) of all respondents said they often revisit the same place because it is easier to plan, and one in 20 parents admitted that visiting somewhere unfamiliar with children can be stressful. The research also revealed a notable shift in holiday preferences, with a 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 rise from 33% last year. While 67% still seek a more relaxing vacation, nearly one in four (24%) say a fitness element brings just as much enjoyment. For many, exercise is seen as a way of reducing stress (42%) and helping to rejuvenate the body and mind (37%). The desire to disconnect and switch off, 67% of respondents say taking a break from technology is important for them when they are away. David Taylor added:“The survey responses on activities resonate with us, 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. “That said, it’s not all action for our guests, once they’ve got a fix of good energy by sailing flat out on the water, they still like to be flat out on a sunlounger too. “It’s that balance that turns a good holiday into a great one.”
