British Travellers Prioritise More Holidays as Omio Reveals Six Major Travel Trends for 2027

UK Travel Demand Rises as Omio Report Reveals Six Trends Shaping British Holidays in 2027, highlighting growing interest in flexible journeys, multi-destination holidays and event-led travel. The latest Omio-YouGov research shows British travellers prioritising meaningful experiences while adapting to rising costs, extreme heat and increasingly complex travel arrangements across destinations.

British travellers are showing stronger enthusiasm for holidays as new research from Omio identifies six emerging trends influencing travel decisions for 2026 and 2027. From multi-destination journeys and slower holidays to climate-conscious planning and event-led trips, the findings reveal how consumers are balancing personal experiences, financial pressures and travel convenience.

Omio Report Shows Growing British Appetite for Travel

Omio has released the third edition of its annual NowNext Travel Report, developed in partnership with YouGov. Published on 20 October 2026, the study examines changing travel behaviour across six international markets.

YouGov surveyed 8,505 adults across Brazil, Germany, Italy, Spain, the United Kingdom and the United States. The report’s forward-looking findings draw on 7,357 respondents who expressed some likelihood of travelling within the next 12 months, including 1,838 UK respondents.

According to the research, 77% of British adults are likely to take, or have already booked, a leisure trip during the coming year. Nearly half of UK travellers, 49%, want to travel more frequently, compared with the six-market average of 43%.

Domestic tourism remains important, with 66% expecting to travel within the UK. Meanwhile, 59% anticipate visiting another European country, while Asia is the leading destination region outside Europe, attracting interest from 22%.

Multi-Destination Holidays Gain Popularity

The first emerging trend, Pick & Mix Travel, highlights growing demand for flexible, multi-stop itineraries.

Around 42% of UK travellers are planning or seriously considering visiting several destinations within one country or region.

Among British travellers interested in or experienced with these journeys, 46% believe multi-stop holidays create more memorable experiences. Another 43% appreciate exploring more places without booking additional holidays.

For tourism operators, this suggests opportunities to develop connected itineraries combining rail, coach, ferry and air travel.

Slower Holidays and Familiar Destinations Attract Travellers

Not every traveller wants a packed itinerary.

Omio identifies a growing preference for relaxed holidays, with 36% of British adults finding slower-paced travel more appealing than several years ago.

Another 36% prefer returning to familiar destinations, the highest proportion among the six surveyed markets.

Meanwhile, 32% increasingly favour holidays focused primarily on rest.

These findings indicate continued opportunities for countryside retreats, coastal breaks and destinations offering uncomplicated travel experiences.

Rising Temperatures Influence Holiday Planning

Extreme heat is becoming another consideration in travel decisions.

The report reveals that 72% of UK adults would consider at least one adjustment when planning travel during hot weather.

Around 42% would consider travelling during a different month or season, while 28% would change transport arrangements, routes or departure times.

A further 25% would reorganise daily activities around cooler hours.

This trend could encourage tourism businesses to promote shoulder-season holidays and offer greater flexibility during warmer months.

Events and Personal Passions Drive Travel Decisions

Concerts, sporting events and personal interests are encouraging British travellers to make significant sacrifices.

Among UK adults surveyed, 73% have visited or would consider visiting an unfamiliar destination for an event or hobby.

Another 69% have spent or would consider spending considerably more money, while 41% have taken or would consider taking unpaid leave.

Additionally, 61% would accept longer or less comfortable journeys.

These findings highlight the commercial importance of event tourism, particularly for destinations hosting international entertainment, cultural and sporting activities.

Social Connections Remain Important During Journeys

Despite growing dependence on digital technology, personal interaction continues to influence travel experiences.

Omio reports that 77% of UK adults are open to interacting with unfamiliar passengers under at least some circumstances.

A quarter welcome conversations about destinations and travel recommendations, while 24% enjoy meeting new people during journeys.

However, 26% say their willingness depends on their mood, surroundings or travelling circumstances.

The findings demonstrate that convenience and technology do not eliminate the social appeal of travelling.

British Travellers Demand Simpler Booking and Better Disruption Management

Complex travel arrangements remain a significant challenge.

Among UK travellers who had taken trips involving multiple bookings, destinations or connections during the previous two years, 67% experienced at least one planning or management difficulty.

Around 21% reported that one person handled most travel administration.

To reduce disruption, 43% arrive early or the previous day for important departures or events. Another 42% maintain offline access to essential travel information, while 41% allow additional connection time.

Furthermore, 29% use travel applications for live journey monitoring, the highest proportion among surveyed markets.

Omio CEO Naren Shaam said travellers increasingly want greater control over their journeys. He highlighted the company’s focus on developing an AI-native platform that simplifies travel discovery, comparison and booking.

The findings underline a broader industry shift towards personalised, flexible and connected travel experiences.

Omio’s NowNext Travel Report highlights a changing British travel market where flexibility, affordability and personal interests increasingly guide holiday decisions. As travellers embrace multi-stop journeys, cooler destinations and event-led experiences, tourism businesses have opportunities to improve transport connectivity, simplify booking processes and deliver more personalised, resilient travel experiences worldwide.

The post British Travellers Prioritise More Holidays as Omio Reveals Six Major Travel Trends for 2027 appeared first on Travel and Tour World