Dragonpass, the $1 billion global loyalty platform serving more than 40 million members worldwide, today releases its Great British Take-Off Report 2026.
Based on a nationally representative UK study, the data provides one of the earliest statistical views of how Britons are planning to travel in 2026, mapping shifts across spend, trip frequency, motivation, destination choice and the expanding role of airports and layovers within the overall travel experience.
UK residents are estimated to have made more than 92 million outbound trips in 2025, with outbound tourism spending reaching approximately £69.2 billion over the past 12 months. ABTA data indicates that around 68% of UK adults plan to travel abroad in the next year, with most expecting to spend the same or more on holidays than they did previously.
Key findings from Great British Take-Off 2026
- 26% of UK adults now prioritise travel over saving for a home, rising to 31% among 18-24s
- One in five plan to make holidays their number one financial priority in 2026, with intentions to travel monthly or quarterly rather than annually
- Annual holiday spend is clustering rather than collapsing, with the most common spend between £2,000 and £3,499, particularly among 25-34s
- Motivation is shifting towards purpose-led and independent travel, with 32% prioritising hobby or activity-based trips and 28% actively seeking cultural immersion
- Airports and layovers are increasingly seen as part of the holiday itself, with 39% of UK adults and more than half of 18-24s saying the airport experience is integral to the trip
- Emerging destinations are gaining traction among younger and experience-led travellers, particularly outside traditional European routes
Spend Is reallocated rather than reduced: one in four UK adults now place travel above saving for a home
Travel spend is becoming more intentional rather than discretionary. More than one in four UK adults now place travel above saving for a home, reflecting a shift in how financial priorities are being weighed. While 23% spent under £500 on holidays in the past year, the modal spend band sits higher, with nearly one in five spending between £2,000 and £3,499. A smaller but consistent group continues to spend more than £5,000 annually, indicating sustained demand for premium and experience-led travel.
Travel frequency shifts from annual to ongoing: 26% of Brits take three or more trips a year
The data points to a structural change in how often people travel. While 31% of adults still typically take one holiday a year, a clear majority now travel more frequently, with 25% taking two holidays annually and a further 26% taking three or more. This pattern is reinforced by behaviour as well as intent, with 21% saying they often book their next trip immediately after returning home. Travel in 2026 is increasingly characterised by continuity rather than seasonality.
Motivation moves towards purpose, independence and personal value
The reasons people travel are evolving alongside how often they go. Nearly one in three adults now favour hobby-focused or activity-based trips over traditional beach holidays, rising to more than half of 18-24s. Cultural immersion continues to move into the mainstream, with 28% actively seeking travel that prioritises local experiences, learning or community engagement.
Confidence is reshaping how people travel as well. Twenty-four percent of adults say they prefer or prioritise travelling solo and feel confident planning trips alone, rising to 40% among under-25s. Men are more likely than women to say they feel confident travelling solo, at 29% compared with 19%. Wider national tourism data also suggests solo travel is becoming an increasingly mainstream behaviour rather than a niche choice.
Destination Choice Reflects Discovery Rather Than Proximity
The emerging and newly trending destinations most commonly cited include:
- Montenegro
- Albania
- Cape Verde
- South Korea
- Sri Lanka
- Taiwan
- Georgia
- Bosnia and Herzegovina
Airports Become Part of The Value Equation: 39% Now See Airports And Layovers As Part Of The Holiday
One of the clearest signals in the 2026 data sits within the journey itself. Nearly four in ten UK adults now see airports and layovers as part of the holiday experience rather than friction to minimise. Almost one in five say they prefer the layover experience to the flight or cabin class, highlighting the growing importance of lounges, fast-track access and airport environments in shaping overall trip satisfaction and travel decisions.
