City breaks have edged past beach holidays as the preferred holiday type among UK travellers, according to ABTA's Holiday Habits 2026–27 report, released on 13 October. The findings signal a shift in consumer preferences that travel businesses across Europe should note, even as traditional sun-and-sand holidays remain a cornerstone of the market.
The report, based on a survey of 2,082 UK adults conducted by The Nursery Research and Planning between 21 July and 6 August 2026, reveals that 53% of respondents had taken a city break in the past 12 months, up six percentage points from the previous year. Beach holidays followed at 49%, a modest increase from 48%. Overall, 88% of respondents had taken a holiday in the past year, the highest proportion since 2019, underscoring resilient demand despite ongoing cost-of-living pressures.
Cruise and wellness segments show strong momentum
Cruising continues its upward trajectory. The proportion of UK travellers who had taken a cruise rose to 13%, up from 12% a year earlier. More tellingly, 17% said they intend to take a cruise in the next 12 months, pointing to sustained growth potential for 2027. ABTA noted that its members are seeing first-time cruisers return for repeat bookings, and that travellers are reserving cruises further in advance to secure preferred itineraries.
Wellness travel is another emerging bright spot. The share of respondents who had taken a wellbeing break increased to 9%, up from 7% in the previous year. Interest in wellness cruises has also surged: among those who had taken or planned a cruise, the proportion interested in a wellness-focused voyage jumped from 21% to 28% in just one year. This suggests opportunities for cruise lines and tour operators to develop products that blend traditional leisure with relaxation and health-oriented experiences.
However, the data does not indicate a decline in the appeal of beach holidays. Among families, 57% had taken a beach holiday in the past year, reinforcing the segment's enduring importance. The growth in city breaks and wellness travel represents an evolution rather than a revolution, as Graeme Buck, ABTA's director of communications, put it.
Shoulder-season travel gains traction
The report also highlights a growing preference for travelling outside the peak summer months, driven by value-seeking and more comfortable conditions for exploring urban destinations. May emerged as the most popular month for planned overseas holidays in 2027, cited by 17% of respondents, followed by September at 15%. August remained the top choice for families, with around 20% planning an overseas holiday during that period.
ABTA suggested that the search for good-value holidays is contributing to the appeal of shoulder-season travel. City breaks, in particular, benefit from cooler weather that makes sightseeing more pleasant, a factor that could influence how destinations and hotels market their off-peak offerings.
For travel professionals, these findings offer actionable insights. The rise of city breaks and wellness travel aligns with broader industry trends, such as the expansion of longevity wellness programmes at properties like Iniala Valletta, and the growing demand for city breaks and sun escapes seen in winter data from SuperEscapes. Cruise lines, meanwhile, can capitalise on the interest in wellness cruises by enhancing onboard spa and health offerings.
While the survey reflects UK consumer intentions rather than global demand, it provides a valuable barometer for one of Europe's largest outbound markets. As travellers increasingly seek varied experiences and value, the industry's ability to adapt product development and marketing strategies will be key to capturing this evolving demand.
