More than a third of Britons plan to increase the number of UK leisure trips they take in 2026 as value for money continues to influence holiday decisions, according to new research from AA Media.
The UK Leisure Travel 2026 survey found that 37% of respondents intend to take more domestic leisure trips than in 2025, while 50% expect to take the same number and 13% anticipate taking fewer. Overall, 93% said they were likely to take a UK leisure trip during the next 12 months.
The findings suggest changing travel patterns rather than a broad reduction in leisure trips, with 56% of respondents seeking shorter, more frequent breaks.
Almost half, 48%, said they wanted to explore more of the UK, while 43% are deliberately choosing domestic travel over international trips this year.
Value for money remains the most important consideration when choosing accommodation, cited by 79% of respondents.
Local attractions were the second most important factor at 49%, followed by distance at 42%. Food and drink and hotel facilities were each cited by a third of respondents.
The research also found that travellers are not necessarily looking simply for the lowest price. AA Media said consumers are focusing on the overall value of their trip, balancing accommodation quality, destination experiences and affordability.
A quarter of respondents expect to spend more on UK leisure travel during 2026, compared with 20% who anticipate reducing expenditure and 55% expecting no change.
Among those planning to increase their spending, 63% intend to put additional money towards accommodation and the same proportion towards taking more trips.
Half expect to spend more on dining out, while 29% plan to increase spending on activities and experiences.
Regional travel intentions also point towards strong demand outside London.
The North of England is the most popular region among respondents, with 45% planning to visit during the next year.
The South West follows at 41%, with Scotland attracting 38%, Wales 36% and the South East 29%.
Coastal holidays remain the most popular type of domestic break, selected by 55% of respondents, followed by countryside escapes at 46% and cultural or heritage trips at 45%.
Road trips and scenic driving holidays were selected by 38%, while 34% intend to take city breaks and 21% are planning camping, glamping or caravanning trips.
Booking behaviour indicates an opportunity for accommodation operators to strengthen their direct channels.
More than half of respondents, 51%, said they usually book accommodation directly through the provider’s own website, compared with 45% using online travel platforms.
Trust and third-party validation also remain important.
AA Media found that 92% of respondents consider official quality ratings, user reviews or both when booking accommodation, with 60% taking both into account.
Only 5% said they considered neither ratings nor reviews.
Search engines remain the principal source of travel inspiration, used by 67% of respondents to discover UK destinations.
Recommendations remain influential for 44%, while 33% said they still consult a physical map when planning leisure travel.
Simon Numphud FIH, Managing Director at AA Media, said: “These findings paint a very positive picture for UK tourism. As economic pressures continue to influence travel decisions, what’s particularly encouraging is that people aren’t turning their backs on travel, they are simply changing the way they do it.
“Rather than one or two longer holidays, many are opting for shorter, more frequent UK breaks that offer value and the opportunity to discover more of what’s on their doorstep.
“For hospitality businesses, this presents a significant opportunity. Those that can deliver excellent value without compromising on quality will be well placed to benefit from the growing demand for UK leisure travel in 2026.”
The research was based on 744 respondents, with fieldwork, data processing and analysis taking place between May and July 2026.
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