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UK: Guest priorities in the UK holiday rental market are shifting towards more experience-led travel, according to new data from holidaycottages.co.uk.
The company said around two-thirds of UK holidaymakers are now actively seeking new experiences when travelling, reflecting a move away from purely comfort-focused stays.
Additional research cited by the company from Mintel found that 68 per cent of UK consumers value experiences more than material possessions.
The data suggests growing demand for activities linked to nature, culture and local experiences. More than half of respondents said they are interested in nature and wildlife, while 45 per cent cited local food and culture as a key motivation for travel.
The shift is also influencing booking performance. According to holidaycottages.co.uk, properties with hot tubs see an 11 per cent increase in bookings, while those with sea views experience a 16 per cent uplift.
The company said properties that align with specific guest interests, such as outdoor activities or cultural experiences, are outperforming more general listings.
Joby Mussell, CCO at holidaycottages.co.uk said guests are looking for accommodation that enables local discovery rather than simply providing a place to stay.
Highlights
- Two-thirds of UK holidaymakers are seeking experience-led travel, according to holidaycottages.co.uk.
- 68 per cent of UK consumers value experiences over material possessions, based on Mintel data.
- Nature, local culture and food are among the top drivers of travel demand.
- Properties with hot tubs and sea views show higher booking performance.
- Experience-led stays are increasingly influencing booking patterns in the UK.
