Travel Trends 2027: Where Brits Are Travelling
Destinations, trip length, hotel data and trends from the eDreams ODIGEO A Year in Travel report, plus a first look at 2027
eDreams ODIGEO's annual A Year in Travel report looks at flight searches and bookings from domestic and international travellers across 2026. Using this data, we put together this travel trends piece for 2027.
UK travellers stuck to city breaks they know, led by Barcelona, Amsterdam and Malaga, while beach destinations in Greece and Spain grew fastest. London stayed in the top 5 booked destinations globally and was the second most-searched city in the world, behind Paris.
36%
of UK trips lasted 3 to 4 days
+165%
bookings to Preveza-Lefkada vs 2025
68%
of UK hotel stays were 1 to 2 days
25%
of incoming travel to the UK came from Spain
Where UK travellers went in 2026
UK top 10 booked destinations in 2026
Barcelona, Spain
Gaudí's Sagrada Família, Park Güell and Casa Batlló are all a short metro ride from each other. Between visits, the lanes of the Gothic Quarter lead down to the beach at Barceloneta.
Flights to Barcelona
Amsterdam, Netherlands
The Rijksmuseum, the Van Gogh Museum and the Stedelijk sit side by side on Museumplein. The 17th-century canal ring is a UNESCO World Heritage Site and is easiest to see on foot or by boat.
Flights to Amsterdam
Malaga, Spain
Picasso was born in Malaga, and the Museo Picasso is in the old town near the cathedral. Above the centre, the Alcazaba and Gibralfaro castle look out over the port and La Malagueta beach.
Flights to Malaga
Istanbul, Turkey
Hagia Sophia, the Blue Mosque and Topkapi Palace stand close together in Sultanahmet, on the historic peninsula. Public ferries across the Bosphorus link the European and Asian sides of the city.
Flights to Istanbul
Paris, France
The Louvre, the Musée d'Orsay and Notre-Dame are all close to the Seine, whose banks are a UNESCO World Heritage Site. Montmartre and the Sacré-Cœur sit on the hill to the north.
Flights to Paris
Alicante, Spain
Santa Bárbara Castle sits on Mount Benacantil above the city, with views over Postiguet beach. The palm-lined Explanada de España runs along the seafront next to the marina.
Flights to Alicante
Madrid, Spain
The Prado, the Reina Sofía and the Thyssen-Bornemisza make up the Paseo del Arte, within walking distance of each other. The Retiro park is next door, and the Royal Palace is a short walk west of Puerta del Sol.
Flights to Madrid
Lisbon, Portugal
The Baixa grid runs down to Praça do Comércio, and Alfama climbs from the cathedral up towards São Jorge Castle. In Belém, the Jerónimos Monastery and the Belém Tower are both UNESCO World Heritage Sites.
Flights to Lisbon
Faro, Portugal
Faro's walled old town, the Cidade Velha, surrounds the cathedral and is entered through the Arco da Vila. Boats leave the waterfront for the Ria Formosa lagoon and sandbar islands such as Ilha Deserta.
Flights to Faro
Tirana, Albania
Skanderbeg Square is the centre of Tirana, next to the Et'hem Bey Mosque and the National History Museum. Bunk'Art, inside a former Cold War bunker, covers Albania's communist era.
Flights to TiranaUK top 10 searched destinations in 2026
Paris, France
Le Marais has the Place des Vosges and the Picasso Museum, while Saint-Germain-des-Prés is known for cafés such as Les Deux Magots. Climb the Eiffel Tower or the Arc de Triomphe for views across the city.
Flights to Paris
Bangkok, Thailand
The Grand Palace and Wat Pho, home to the Reclining Buddha, sit side by side near the Chao Phraya river. Across the water, Wat Arun is a short ferry ride away.
Flights to Bangkok Barcelona, Spain
La Boqueria market opens onto La Rambla, and El Born has the Picasso Museum and the church of Santa Maria del Mar. For views over the city, head up Montjuïc or to the Bunkers del Carmel.
Flights to Barcelona Amsterdam, Netherlands
The Anne Frank House is on the Prinsengracht, at the edge of the Jordaan and its small streets and markets. Ferries behind Centraal Station cross the IJ to Amsterdam Noord and the A'DAM Lookout.
Flights to Amsterdam Malaga, Spain
The city beaches run east from La Malagueta to Pedregalejo, where seafront chiringuitos grill sardine espetos. On the port, the Centre Pompidou sits under a glass cube, and the Carmen Thyssen Museum covers Spanish painting.
Flights to Malaga Alicante, Spain
Boats from the port go to Tabarca, a small island off the coast with a walled village. Back in town, El Barrio and the whitewashed Santa Cruz quarter climb the slope towards the castle.
Flights to Alicante
New York City, United States
Central Park separates the Upper East and Upper West Sides, with the Metropolitan Museum of Art on its eastern edge. The Staten Island Ferry passes the Statue of Liberty on its way across the harbour.
Flights to New York City
Milan, Italy
The rooftop terraces of the Duomo look over the Galleria Vittorio Emanuele II next door. Leonardo da Vinci's Last Supper is in the refectory of Santa Maria delle Grazie, west of the centre.
Flights to Milan
Tokyo, Japan
Shibuya Crossing, Shinjuku and Harajuku are a short train ride apart on the west side of the city. In Asakusa, Senso-ji is the city's oldest temple, reached through the Kaminarimon gate.
Flights to Tokyo
Palma de Mallorca, Spain
La Seu, Palma's Gothic cathedral, faces the sea next to the Almudaina Palace. Bellver Castle, built on a circular plan, sits on a hill west of the centre with views over the bay.
Flights to Palma de MallorcaUK fastest-growing destinations: change in bookings 2026 vs 2025
Preveza-Lefkada, Greece
Bookings by UK travellers are up 165% on 2025. Lefkada is joined to the mainland by a causeway and bridge, and its west coast has beaches such as Porto Katsiki and Egremni.
Flights to Preveza-Lefkada
Zakynthos, Greece
UK bookings rose 123% year on year. Navagio, or Shipwreck Beach, is seen by boat or from the clifftop viewpoint, and loggerhead turtles nest in Laganas Bay.
Flights to Zakynthos
Valencia, Spain
76% more UK bookings than in 2025. The City of Arts and Sciences sits at the end of the Turia Gardens, a park laid out in the old riverbed, and Valencia is the home of paella.
Flights to Valencia
Reus, Spain
Up 44% on 2025 with UK travellers. Reus airport serves the Costa Daurada resorts of Salou and Cambrils and PortAventura World, and the Gaudí Centre in town covers the architect's early life.
Flights to Reus
Minorca, Spain
Bookings by UK travellers are up 39% on 2025. The island is a UNESCO Biosphere Reserve, with south coast coves such as Cala Macarella, and the Camí de Cavalls path runs around its coastline.
Flights to Minorca
Rhodes, Greece
UK bookings rose 39% year on year. The Medieval City of Rhodes, with the Palace of the Grand Master, is a UNESCO World Heritage Site, and Lindos has an acropolis above its beach.
Flights to Rhodes Alicante, Spain
30% more UK bookings than in 2025. San Juan beach stretches north of the city, and Benidorm and the old town of Villajoyosa are easy day trips along the coast.
Flights to Alicante
Chania, Greece
Up 27% on 2025 with UK travellers. The Venetian harbour and lighthouse front the old town on Crete's north coast, and Balos lagoon and Elafonissi beach are day trips.
Flights to Chania
Paphos, Cyprus
Bookings by UK travellers are up 18% on 2025. Paphos Archaeological Park, with its Roman mosaics, and the Tombs of the Kings are UNESCO-listed, and Aphrodite's Rock is along the coast to the east.
Flights to Paphos
Gran Canaria, Spain
UK bookings rose 18% year on year. The Maspalomas dunes are in the south of the island, and Las Palmas has Las Canteras beach and the old Vegueta quarter.
Flights to Gran CanariaFor UK travellers, the shift was towards beach holidays over city breaks. Globally, the fastest growth was in the Southern Hemisphere: Durban (+80%), Melbourne (+57%), Cape Town (+55%), Johannesburg (+50%) and Sydney (+48%), partly driven by the launch of Prime in Australia and South Africa.
UK top hotel bookings in 2026
1. London
London, United Kingdom
South Bank and Bankside put you near Tate Modern, Shakespeare's Globe and Borough Market. Covent Garden and Soho are handy for West End theatres and a short walk from the British Museum in Bloomsbury.
Hotels in LondonUK travellers favoured shorter hotel breaks closer to home, including staycations. Globally, the top hotel bookings were Barcelona, Madrid, Paris, Rome and Amsterdam, with growth in second and third cities such as Cagliari (+78%), Dublin (+76%) and Tirana (+74%). UK hotel bookings grew most in Manchester (+112%), Dublin (+85%) and Belfast (+56%).
Visitors to the UK and a first look at 2027
Spain sent the most visitors to the UK in 2026 (25%), followed by Germany (15%), France (14%) and Italy (8%). London, Edinburgh and Manchester were their top UK destinations, and London stayed in the top 10 booked destinations for German, Spanish, Portuguese and Italian travellers.
For 2027, UK travellers have so far booked Barcelona, Malaga and Rome the most, while Bangkok, Tokyo and Geneva lead searches. Globally, London is 4th in searches and 6th in bookings for 2027. Long-haul trips are usually booked further ahead, so short-haul European destinations are likely to climb as last-minute bookings come in.
How long UK travellers went away for
Share of trips by length in 2026
The trends that shaped 2026
Travelling for music and sport
In March 2026, the announcement of Shakira's September concerts prompted a surge in travel searches, including the UK (+105%). After Arsenal's semi-final win, UK searches to Budapest for the Champions League final rose 99% between 5 and 7 May compared with the week before, and 119% year on year. For England's World Cup quarter-final against Norway, UK interest in Miami was up 243% year on year. In the eDreams ODIGEO global survey, 34% of fans would travel within their own country for a sporting event and 24% would travel abroad. Football is the biggest draw (53%).
Coolcations
More travellers are swapping summer sun for cooler places. 34% of global travellers would choose a detox break in nature, by lakes or in the mountains, and 18% look for adventurous activities to support their mental wellbeing. During June's heatwave, UK searches made between 21 and 25 June rose for Gothenburg (+33%), Stockholm (+22%), and Zurich and Geneva (+20% each) compared with the week before.
Social media
39% of global travellers have been inspired by social media to visit somewhere new. Discovering hidden gems and off-the-beaten-track destinations is the biggest draw (31%). When it comes to what travellers share from their trips, landscapes and landmarks are the most popular content (74%).
Lending a hand on board
One in three travellers (33%) would always help a fellow passenger stow their luggage. Italian and German travellers are the most willing (40% each), and British travellers the least (22%). On the middle armrest, 44% say it should be shared and just 9% would claim both.
Back home
26% of travellers shower as soon as they get home, while 22% sort through everything first. 12% leave their suitcase for up to 3 to 5 business days. And 54% pack more than one pair of underwear per day, just in case.
Why people go alone
Freedom and independence are the biggest drivers of solo travel (38%). 27% see it as a chance for self-discovery and 23% want to meet new people. In the US, 43% would travel solo for mental clarity and a sense of renewal.
More from the report
Further results from eDreams ODIGEO's global surveys and search data.
Getting to the airport
59% would rather arrive at the airport earlier than needed, 36% follow airline guidance and just 4% risk arriving just before take-off.
Concerts in 2026
After Celine Dion tickets were released, flight searches to Paris rose 52%. For Bruno Mars' London dates, Germans made up 27% of all searches, up 966% on the year before.
Concerts in 2027
Harry Styles' new London dates pushed UK searches up 221%, with Denmark (+1,139%), Mexico (+700%) and Austria (+687%) showing the most interest. The Oasis tour sent searches to Glasgow up 2,380% and Munich up 1,605%.
Events in 2027
Global searches for the FIFA Women's World Cup in Brazil are up 40%. Searches to Bulgaria for Eurovision (11 to 15 May) are up 390%, and for the Australian leg of BTS's Arirang tour up 43%.
Methodology
The eDreams ODIGEO A Year in Travel 2026 report is based on flight booking data from the company's online travel agency brands (eDreams, Opodo, GO Voyages and Travellink). It covers 1 January to 31 October 2026, compared with the same dates in 2025. Travel dates: 1 January to 31 December 2026, compared with the same dates in 2025, and 1 January to 31 December 2027.
In addition to its booking and search data, eDreams ODIGEO surveyed travellers worldwide about their travel habits and behaviours.
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