The annual report is based on research among 2,000 British holidaymakers and identifies 15 key trends shaping how people plan and take holidays in 2026. More than half of respondents (52%) say they plan to visit a new country, while the same proportion intend to take two or more holidays during the year. A further 6% report ambitions to take more than five trips.
The findings indicate that travel decisions are no longer driven solely by price and proximity. Travellers are increasingly planning trips around defining moments, such as witnessing a total solar eclipse, following historic pilgrimage routes, visiting locations linked to television series or literature, or travelling to participate in or watch sporting events.
Longer short-haul flights of five to six hours are becoming the new norm. Destinations such as Tunisia and its island of Djerba are recording a 12% increase in flights for 2026, while Tbilisi is gaining traction as a city break destination through new direct routes from the UK. At the same time, there is a 21% increase in flights to longer leisure destinations including Morocco, Turkey, and Cyprus compared with last year.
The report highlights the growing role of technology in holiday planning. Almost half of travellers (49%) say they will use tools such as travel vlogs, virtual reality experiences, or digital street views to “try before they fly.” In parallel, 22% are already using translation technology while travelling, reducing language barriers and increasing confidence when visiting new destinations.
In contrast to astrology-led travel trends seen previously, 2026 is described as the year of astronomy tourism. Interest is growing in dark-sky destinations, driven particularly by Generation Z. The total solar eclipse on 12 August, visible from parts of Spain including Valencia, Palma de Mallorca, and Ibiza, is acting as a catalyst for this trend.
A revival of pilgrimage travel is also emerging among younger generations. So-called “Gen-P” travellers are embracing historic pilgrimage routes such as Santiago de Compostela and Lourdes, combining spirituality with cultural exploration and social connection.
Cultural moments continue to influence destination choice. The return of The White Lotus to Europe is expected to stimulate screen-led travel to parts of southern France, while “canon country tourism” is encouraging visits to destinations associated with classic and modern literature. More than a quarter of Britons (28%) say they would choose a destination based on television, film, or books.
Sport is also shaping travel behaviour. With the 2026 World Cup taking place outside Europe, many fans are expected to follow matches closer to home in European fan zones. At the same time, the growing popularity of padel is driving new forms of sports-focused holidays, particularly in Spain, with one in ten travellers now trying padel or pickleball while on holiday.
Travel patterns are also influenced by life stages. Parents of pre-school children are travelling more before school-term restrictions apply, while parents of adult children are taking more holidays as their children remain at home to house-sit or care for pets.
“We can already see shifts in customer behaviour, such as longer short-haul routes growing in popularity and technology playing a greater role in making unfamiliar destinations feel accessible,” said Kenton Jarvis, Chief Executive Officer of easyJet.
“In 2026, there is a clear desire to make holidays count. Customers are becoming far more intentional about how and when they travel, focusing on moments that cannot be replicated at home,” added Garry Wilson, Chief Executive Officer of easyJet Holidays.
The Great British Holiday Audit 2026 also includes contributions from travel writer Nigel Thompson, who notes that travel in 2026 is increasingly shaped by values, interests, and personal motivations, while value for money remains a key consideration.
Tags: Kenton Jarvis, easyJet Garry Wilson, easyJet Holidays