What are the new habits of UK travellers and how do they impact hospitality and revenue management strategies in Italy?
Booking.com's recent Summer Getaway Report 2026 highlights a true redefinition of the concept of vacation for UK tourists. Britons remain a high-value spender for Italian hotels, but their priorities are shifting dramatically: the search for tailor-made experiences is growing, travel without children is on the rise, and the trend for "extreme" day trips is gaining traction.
Below is a detailed analysis of market data and the concrete actions hotel management must take to best position themselves.
Key figures from the Booking.com 2026 report
Topics index
| UK travel trend | Statistical data | Strategic opportunity for the Hotel |
| Craving for something new | 71 % search for destinations you've never visited | SEO positioning for unique local experiences |
| Extreme trips (Day Trips) | 58 % ready to travel on the same day (+62% return flights within 1 day) | Packages Day-Use, luggage storage and flexible hours |
| Child-Free Holidays | 30 % prefers to travel without children (37 % (Search for Adults Only hotels) | Adults Only Packages: Couples' Wellness and Relaxation |
| Budget on the rise | 31 % will spend more (Average £1.526) | Upselling on superior rooms and premium experiences |
| Motivational tourism | 65 % prefers experiences to simple relaxation | Passion-driven activities (trekking, wine & wellness) |
What are the new British tourist trends for summer 2026?
British tourists in 2026 prefer destinations they have never seen before (71%), show a strong interest in extreme day trips (58%), are increasingly seeking “child-free” holidays without children (30%) and have above-average budgets (£1.526) for high-end experiences.
Extreme day trips are the trend among travelers to reach a dream destination and return home within just 24 hours. In the UK, searches for same-day international return flights have increased by 62%.
Hotels can tap into these segments by promoting “Adults Only” packages, regenerating wellness services (saunas, relaxation paths, breathing sessions), dedicated work/relaxation areas, and options for scenic excursions and treks.
The boom in "extreme" trips (58%) and high-intensity stays
Forget the traditional long weekend. 58% of Britons say they want to reach a dream destination and return home in just one day, and 21% have already done so. Searches for same-day return flights from the UK are up 62% year-over-year.
This phenomenon is driven by the desire to maximize time (32% cite a reduced attention span) and by the preference for experiences (65%) over simple rest.
What hotels should do:
Enable Day-Use and Micro-Stay rates: Sell unsold rooms during daytime hours to transient travelers.
Fast traveler support services: Offer express check-in/check-out options, automated baggage storage, and “grab & go” welcome kits.
The Rise of “Child-Free” and Adults Only (30%) Holidays
While family holidays remain popular (51%), over half of British parents (51%) consider travelling with children stressful. As a result:
30 % of parents want to take a child-free vacation.
41 % plan trips exclusively for adults.
37 % are actively seeking Adults Only properties and resorts.
🎯 What Hotels Must Do:
Create “Recharge & Romance” packages: Offers focused on food and wine tastings, candlelit dinners, and spa treatments.
Marketing Segmentation: Create dedicated landing pages for adults and couples on the hotel's official website, leveraging geotargeted social media campaigns in the UK.
Higher budgets (£1.526) and seeking unique experiences
Despite inflation pressures, tourism remains a top priority: 31% of UK travellers plan to spend more than usual, with an average budget of £1.526.
Where is this extra budget invested?
Dream experiences (27%)
Accommodation upgrade (21%)
Superior category flights (18%)
Furthermore, traditional beach tourism is being joined by trips tied to personal passions: trekking (19%), wellness and detox (saunas 22%, ice baths 12%, sound baths 11%), cultural events, and food tourism. Among the Italian destinations experiencing strong growth for solo travelers, Trapani (+131%) stands out , along with Peschiera del Garda (+38%) among the top European destinations.
For hotel management and revenue managers, transforming this data into revenue requires an immediate action plan:
OTTIMIZZAZIONE OTA & SITO WEB: Aggiornare le schede descrittive evidenziando le esperienze uniche nei dintorni (trekking, cultura, enogastronomia).
STRATEGIA REVENUE & UPSELLING: Inserire opzioni di upgrade camera (vista, suite) e pacchetti esperenziali nella fase di prenotazione diretta.
ADATTAMENTO DEI SERVIZI BENESSERE: Promuovere trattamenti rigeneranti, saune, sessioni di meditazione o partnership con centri outdoor locali.
TARGETING PUBBLICITARIO (ADS): Attivare campagne Google Ads e Meta nel Regno Unito intercettando ricerche per viaggi di coppia e soggiorni flessibili.As Ryan Pearson, Regional Manager for the UK and Ireland at Booking.com, said, the very concept of a holiday is being redefined. British tourists are traveling with a clear purpose and are willing to spend more for solutions that offer flexibility, customization, and memorable experiences.
Hotel brands that adapt their pricing and experience offerings to these new trends will be able to capture a highly profitable market share for the 2026 season.
To view the full report and explore all the data from the Summer Getaway Report , you can visit the Booking.com Home Page directly.
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