The 2027 holiday trends that could change how we choose where to go
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Holiday habits don’t stand still, and so, looking ahead to 2027, there are several shifts in how Britons plan and pick their destinations already taking shape. Here are four worth watching.
The Growing Demand for Experience-Led Travel
Where we go is decided by what we can do there. In Marriott Bonvoy's Ticket to Travel research, 56% of UK adults had taken a trip to follow a passion, from music and sport to outdoor pursuits, while food and drink topped the list of holiday priorities. Beaches still matter, but travellers want more than a sun lounger: guided hikes, local cuisine and cultural landmarks give a trip its story. Even a short break can be built around a festival, a food trail or a coastal walk. Destinations that pair relaxation with things to explore are well placed for 2027.
Sustainability Becomes a Key Decision-Making Factor
Travellers are often asking how their holiday affects the places they visit. Small choices, such as using local guides or eating at family-run restaurants, keep more of your spending in the community. That might also mean choosing accommodation with credible environmental credentials, travelling outside peak months or favouring destinations that protect their landscapes. Lanzarote is a useful example: the whole island has been a UNESCO Biosphere Reserve since 1993, shaped by the artist César Manrique's push for low-rise, nature-friendly development. Responsible tourism may well move from a nice-to-have to a deciding factor as holidaymakers compare options.
Technology and AI Are Transforming Travel Planning
Planning a trip once meant brochures and guidebooks; now it often starts with a chatbot. MMGY Travel Intelligence's 2026 research found that 52% of UK travellers now use AI tools to plan holidays, up from 40% the year before, with inspiration the most common use. Personalised itineraries and instant recommendations save time, though it is wise to verify suggestions. It also changes how we travel once we arrive, with translation apps and digital guides smoothing the way. By 2027, expect smarter tools to match destinations to your tastes, budget and travel dates in seconds.
Value, Flexibility and Year-Round Sunshine Remain Important
Whatever changes, some priorities endure. ABTA's Holiday Habits 2025-26 report found that 87% of people took a holiday in the past year, that beach holidays remained the favourite trip type, and that only 28% would cut holiday spending to cover everyday costs. Value matters, and so does reliable weather. Flexibility also counts, from choosing shoulder-season dates to adjusting plans as life changes. That is why sunny, well-priced islands keep their appeal, and why good-value Lanzarote holidays with year-round sunshine suit travellers who want beaches, volcanic scenery and flexibility on when to go.
Looking to 2027, holidaymakers want more meaning, more care for destinations and smarter planning, without losing sight of value and sunshine. The destinations that balance all four are likely to lead the way.