UK holidaymakers are increasingly choosing familiar destinations and activity-led breaks that support wellbeing, according to new research from Neilson Beach Clubs. Olivia Palamountain reports

British travellers are increasingly favouring familiar destinations when booking holidays, as confidence, ease and wellbeing become key decision drivers, says the latest annual Trends Report from Neilson Beach Clubs.

According to the research (based on a survey of 2,000 UK holidaymakers), 41% of respondents say they are returning to the same destination within three years, reflecting a growing preference for places that feel known and reliable. 52% say they go back simply because they enjoy what the holiday offers, whilst 29% describe repeat visits as a safe choice.

A further 15% cite comfort and familiarity as the main reason for returning, and 29% say they feel a strong emotional connection to a favourite destination.
The report suggests that familiarity is not limiting ambition but reshaping it. Rather than chasing new places, travellers are seeking what Neilson describes as "trusted adventures" – destinations that are known quantities but still offer variety, activity and enjoyment. On average, respondents said they had returned to the same destination six times over the years.

Wellbeing is also playing a growing role in how people choose to spend their time away. While relaxation remains important, 42% of holidaymakers say activities help boost their mental wellbeing and mindfulness. A break from technology is also a priority, with 67% of respondents agreeing that stepping away from devices helps them unwind properly.Physical health is increasingly part of the picture. 52% of respondents say they now prioritise improving their fitness whilst on holiday, up from 33% in 2025. Whilst 67% still seek a more relaxing holiday, 24% say a fitness element brings just as much enjoyment. Swimming remains the most popular water-based activity at 50%, followed by snorkelling at 21% and paddleboarding at 19%, whilst yoga and tennis both stand at 23% on land, with group fitness classes at 20%.

Families are particularly drawn to activity-led holidays. 64% of parents say a destination with plenty for children to do makes the holiday more relaxing for everyone, whilst 23% say children's preferences play an important role in deciding where to go. The findings suggest that when activities are built in, holidays feel easier to manage and more rewarding for all ages.

Looking ahead, appetite for travel remains strong. Two-thirds of UK holidaymakers say they plan to take the same number of holidays in 2026 as in 2025 or travel even more, underlining the value placed on time away despite wider economic pressures.David Taylor, chief executive at Neilson Beach Clubs, says: "We all look forward to our holiday escapes so much that when you've found something you love that delivers a great experience, it's natural to return again with confidence that the holiday won't disappoint. We see that across our resorts all the time, with many of our guests coming back year in year out, as they trust us to deliver a fantastic holiday again. Our Beach Club format no doubt helps, as there's lots of different activities for adults and children to do at each resort, so it doesn't feel boring even if you've been many times before. The survey responses on activities resonate with us, we feel that it's easier to switch-off by switching-on."

Neilson reports that seven out of 10 customers return each year, and the company is launching two new Beach Clubs for summer 2026 in Sicily and Mauritius.