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UK: Heritage stays, multigenerational travel, and direct bookings are on the rise, reveals Pride of Britain (PoB) Hotels in its latest Luxury Travel Trends and Insights report.
The 2026 Pride of Britain Hotels’ Luxury Travel Trends and Insights report is based on the findings from 1,646 affluent and high-net-worth respondents across the UK. The report has been published in partnership with Altiant.
More than half of affluent travellers already take three or more UK breaks a year, with nearly six in 10 planning to repeat this in 2026.
Couples continue to dominate the luxury travel market (79 per cent) though friend groups are on the rise (28 per cent), with multigenerational holidays booming – up seven percentage points year-on-year (19 per cent).
While 47 per cent of guests usually book within a one-to-three month window, hoteliers report that as much as three-quarters of reservations now arrive within days or even hours of arrival.
Hotel and brand websites are the most trusted source of inspiration. Direct booking is preferred, provided the price is right and perks are visible.
Regarding reasons for travelling, heritage/historic is the most popular option – ranking top among 75 per cent of travellers. This compares to food (66 per cent) and spa/wellness (56 per cent).
Hidden or additional charges were ranked as the top most frustrating aspect of a luxury stay (69 per cent), followed by dated interiors/facilities (57 per cent) and lack of character/personal touch (49 per cent).
Kalindi Juneja, chief executive of Pride of Britain Hotels, said: “This year’s white paper shows us that the traditional markers of indulgence such as grandeur, spectacle, and excess, are being quietly replaced by values that feel more human: time, space, authenticity, and emotional connection. Affluent travellers are telling us, with striking clarity, that true luxury today is not about what can be displayed, but about how deeply an experience makes them feel.
“Beyond where people travel, it is how and why they travel that is shifting most dramatically… The insights here challenge us all to think differently, to meet expectations that are higher and more nuanced than ever, and to reimagine British luxury in a way that is both timeless and unmistakably modern.”
Highlights:
• Over 50 per cent of affluent travellers already take three or more UK breaks annually, with nearly six in 10 planning to continue this in 2026.
• Couples still dominate (79 per cent), but multigenerational holidays have risen by seven percentage points to 19 per cent, and friend group travel is up to 28 per cent.
• While 47 per cent book within one to three months, three-quarters of hoteliers report many reservations arriving within days or hours of stay.
• Travellers trust hotel and brand websites most, preferring to book direct when prices and perks are transparent.
• 75 per cent of respondents choose heritage and historic reasons for travel.
