New research by Loveholidays finds 47% of British smokers try to quit or cut down while on holiday, with many viewing travel as an ideal setting for transformation. Olivia Palamountain reports

A new study by online travel agent Loveholidays has revealed that almost half of British smokers attempt to reduce or quit smoking while on holiday, with many seeing travel as the perfect environment for change. Released during Stoptober (an annual UK public health campaign that encourages smokers to quit for the 28 days of October), the research underscores the growing link between wellbeing travel and lifestyle transformation.

According to the survey of 1,000 British smokers, 47% have used a holiday as an opportunity to cut down or quit altogether, while 45% have even planned a trip specifically to help them stop smoking.

Half of those surveyed believe holidays are one of the best times to quit, with 62% saying time away from everyday routines - such as work commutes, job stress and financial pressures - helps remove their usual smoking triggers.The research also shows that one in five (21%) find it easier to quit while travelling because they spend more time doing activities that make smoking impractical. For 17%, family presence or time with children prompts greater self-awareness and restraint, while another 17% say they simply feel less stress on holiday, reducing their urge to smoke. Around 27% of respondents believe a one- to two-week break provides the ideal timeframe to quit successfully.

Dr Frankie Jackson-Spence, doctor and clinical research fellow in oncology, collaborated with Loveholidays to interpret the findings. She says: “With many British smokers reporting that holidays remove their usual triggers, and almost half believing they are one of the best times to quit, they’re experiencing firsthand what we know clinically; disrupting their established ‘smoking architecture’ is crucial for successful cessation.”

The research builds on earlier Loveholidays data showing that 64% of Britons see holidays as transformative moments for major life decisions. However, more than half (56%) admit to regretting not following through on the resolutions made while away, underscoring the importance of post-holiday support.To assist travellers aiming to stay smoke-free, Loveholidays has curated a range of smoke-free hotels across Europe, with prices starting from £239 per person. These include Sol Costa Daurada in Salou, Paradise Park Fun Lifestyle Hotel in Tenerife, Hotel Sultania in Istanbul, Cram in Barcelona and Blue Liberdade Hotel in Lisbon - all of which have strict non-smoking policies across rooms, balconies and public areas.

Dr Jackson-Spence also shares practical advice for those looking to quit abroad, encouraging travellers to identify personal motivations, anticipate triggers and seek professional support services. She emphasises that using stop-smoking programmes makes people three times more likely to succeed - and that a holiday can offer the fresh start many need to make lasting change.

Loveholidays’ findings reflect how wellbeing and behaviour-focused travel are merging into a broader wellness trend. As travellers look to use their time away for personal reset rather than indulgence, the package holiday - long associated with relaxation - may also become a catalyst for healthier habits.