Summer Travel Trend Forecast: Where Brits are really going this summer
New data from Airbnb reveals the biggest travel shifts shaping how Brits will holiday this summer — from a resurgence of staycations and rural retreats, to a short-haul-only approach for those venturing further afield.
UK Staycations are booming
Searches among UK guests for domestic destinations have increased by over 11% year-on-year,¹ as travellers favour easier, shorter and more flexible breaks closer to home.
Within that, it’s rural and countryside destinations that are drawing the most attention. Searches are increasingly focused on areas within or close to British National Parks, pointing to a growing appetite for slower, more relaxed breaks.
Top trending UK rural destinations
| Destination | YoY Search Growth (Summer 2026) |
| Herefordshire | +76% |
| Staffordshire | +50% |
| Worcestershire | +48% |
| Forest of Dean District | +34% |
| Shropshire | +32% |
The rise of ‘City-Fringe’ Summers
Metro-fringe destinations are also rising in popularity — as travellers opt for affordability on the outskirts of major cities, while still being able to access summer’s packed calendar of sporting, music and cultural events, before escaping the bustle at the end of the night.
| Destination | YoY Search Growth (Summer 2026) |
| Richmond upon Thames, London | +140% |
| Milton Keynes | +96% |
| Stirling, Scotland | +79% |
| Harrow | +78% |
| Stretford | +77% |
The short-haul summer shift
For those still planning to travel abroad, British holidaymakers are favouring short-haul escapes. All of the top 10 trending international destinations among UK guests are within Europe, while the average booked international trip sits at just 317 miles from home — well below the European average travel distance of 419 miles.⁴
Emerging European destinations on the rise: Travellers are increasingly looking beyond traditional hotspots, with strong search growth for destinations in Croatia and Albania — including the island paradise of Novalja (+273%) and Himarë (+92%), a coastal hidden gem along Albania’s Riviera.⁶
Where to stay:
- Central Gem in Scanderbeg Square, Albania
- Stylish Apartment in Cavtat, Croatia
Hiking and coastal destinations topping European summer bucket lists: Searches for Portimão (+173%), Cortina D’Ampezzo (+115%) and Estepona (+105%) are all rising sharply year-on-year, as Brits seek trips that put the great outdoors front and centre.⁷
Where to stay:
- Casa Praia, Portimão, Portugal
- The Nest, Rocca Pietore, Italy
Airbnb’s Top Trending Destinations for Summer 2026
| Domestic | International |
| Carlisle, England | Como, Italy |
| Halton, England | Altea, Spain |
| Richmond upon Thames, England | Chessy, France |
| Milton Keynes, England | Novalja, Croatia |
| Stirling, Scotland | Bordeaux, France |
| Harrow, England | Lagos, Portugal |
| Stretford, England | Portimão, Portugal |
| Herefordshire, England | Cortina d’Ampezzo (Dolomites), Italy |
| Northampton, England | Estepona, Spain |
| Camber, England | Monopoli, Italy |
What’s new with Airbnb this summer
Airbnb has announced its 2026 Summer Release, bringing car rentals, luggage storage, grocery delivery, airport pickups, boutique hotels and more to the platform — making it possible to plan an entire trip in one place.
This summer also marks the arrival of thousands of boutique and independent hotels on Airbnb, including The Portobello Hotel in London, Monsieur Aristide in Paris, and Hotel City – Palazzo Dei Cardinali in Italy.