At a glance

Research by AA Hotel and Hospitality Services indicates that a significant number of Britons are planning more UK holidays in 2026, with a preference for shorter, more frequent breaks. This trend presents opportunities for destinations like the Cotswolds, where StayCotswold, managing over 300 properties, is ready to meet the demand. The study shows 37% of Britons intend to take more domestic trips, and 43% are choosing UK destinations over international travel.

New research published by AA Hotel and Hospitality Services, suggests British holidaymakers are changing their holiday habits, with shorter and more frequent breaks becoming increasingly popular.

The findings point to strong opportunities for destinations such as the Cotswolds, which is well placed to meet the growing demand for high-quality memorable stays closer to home and https://www.staycotswold.com/ which manages over 300 properties in the region, is poised to accommodate this growing trend.

New research from AA Media, published by AA Hotel and Hospitality Services, found that 37% of Britons plan to take more UK leisure trips in 2026, with 43% choosing UK destinations over an overseas holiday this year. The research also revealed:

• 56% are opting for shorter, more frequent breaks, and 48% want to explore more of the UK
• Countryside escapes are the second most popular type of UK break (46%), just behind coastal getaways (55%)
• 92% consider official quality ratings or reviews before booking
• 25% expect to spend more on memorable experiences closer to home

Tracy Archer, owner director at StayCotswold, said:

“These findings reflect what we are hearing from guests booking their stays with us. People are choosing shorter, memorable stays throughout the year in the UK, rather than planning major holidays abroad.”

“The Cotswolds has so much to offer, and we are definitely seeing guests wanting to get away closer to home without the airport hassle.”

Source: AA Media UK Leisure Travel 2026 Survey Results, published by AA Hotel and Hospitality Services, July 2026

Editorial insight

With British holidaymakers increasingly favouring shorter, more frequent domestic breaks, operators in popular rural destinations are positioned to see a tangible uplift in demand. The latest research from AA Hotel and Hospitality Services indicates a clear preference for UK-based leisure trips in the coming year, reflecting a shift in travel habits that is likely to benefit providers with a strong regional presence and a diverse property portfolio.

For local accommodation specialists such as StayCotswold, these changing patterns present a practical opportunity to attract guests seeking quality stays without the complications of international travel. The emphasis on memorable experiences and official quality ratings suggests that operators able to offer both high standards and unique local appeal could see an advantage as travellers look to explore more of the UK countryside.