New Study Reveals Strong Loyalty Among UK Holidaymakers
Fresh research has uncovered a fascinating trend among British travellers, with more than a quarter of holidaymakers consistently returning to the same destination either every year or every other year. The comprehensive study, which surveyed 2,000 adults who have taken holidays, provides detailed insights into contemporary travel behaviours and preferences across the United Kingdom.
Emotional Connections Drive Repeat Visits
The findings indicate that 29 per cent of holidaymakers regularly return to the same location, having developed a strong emotional attachment to their favourite destination. On average, people revisit the same place approximately six times, with nearly one in five (18 per cent) having made between six and twenty visits to their preferred holiday spot.
The primary motivations behind this loyalty include enjoying what the destination has to offer (52 per cent), understanding that it's safe (29 per cent), and preferring to stick to familiar territory (15 per cent). This data comes from the 2026 Trends Report by Neilson Beach Clubs, which highlights a significant increase in repeat bookings across its resort network, with seven in ten guests returning year after year.
Family Considerations and Planning Ease
For families with children, the appeal of returning to the same destination proves even stronger. One in twenty parents admitted that visiting unfamiliar locations with children can be particularly stressful, while more than a quarter (26 per cent) of all respondents stated they often choose the same destination because it simplifies the planning process.
David Taylor, CEO of the travel provider, commented: "We all anticipate our holiday escapes so much that when you've discovered something you love that consistently delivers an excellent experience, it becomes natural to return with confidence that the holiday won't disappoint. That's precisely why we offer activities catering to different ages and interests, providing guests with flexibility in how they spend their time, even when returning to the same resort."
Shifting Holiday Habits and Fitness Focus
The research further reveals that holiday habits are undergoing significant transformation. Among those who participate in exercise activities during getaways, 52 per cent would now book a fitness-focused trip to improve their physical health, representing a substantial increase from 33 per cent last year.
Notably, 38 per cent maintain their fitness routines while away, and 43 per cent would engage in fitness activities during their holidays. Swimming emerged as the most popular water-based activity at 50 per cent, followed by paddle boarding at 19 per cent. For land-based activities, yoga and tennis proved equally popular, each attracting 23 per cent of respondents.
Balancing Relaxation and Activity
A significant 45 per cent of holidaymakers would choose a getaway where fitness activities are included in the overall price. While 67 per cent still seek more relaxing vacations, nearly one in four (24 per cent) report that a fitness element brings them just as much enjoyment as traditional relaxation.
The benefits extend beyond physical health, with 42 per cent viewing these activities as effective stress reduction methods, while 37 per cent said they help rejuvenate both body and mind. With screen fatigue becoming increasingly prevalent, 67 per cent emphasised the importance of taking a break from technology during their holidays.
Family-Centric Holiday Planning
The study also highlighted family-oriented considerations, with 64 per cent stating that ensuring their children remain engaged and happy with activities is crucial for achieving a truly enjoyable and relaxing experience for the entire family. Remarkably, 23 per cent of participants even take their child's preferences into account when booking vacations.
David Taylor added, reflecting on Neilson Beach Clubs' expansion including a five-star resort in Sicily and its first year-round club in Mauritius: "It's encouraging to observe consumers leaning strongly toward even more holidays for 2026. The survey responses regarding activities resonate deeply with us. We believe it's easier to switch off by switching on - if your mind is occupied with getting your body to do something you love, you can genuinely switch off mentally. That said, it's not all action for our guests. Once they've obtained a burst of good energy by sailing flat out on the water, they still appreciate being flat out on a sunlounger too. It's that balance that transforms a good holiday into a truly great one."
