Britons ditch foreign trips as domestic travel surges by 77% this summer
Summer travel trends are shifting as more people plan trips closer to home. A new report from Expedia Group shows a sharp rise in domestic holidays, with Britons leading the way. Film adaptations and live events are also shaping where people choose to go.
The Unpack '26 Summer: The Trends in Travel report highlights a 77% jump in global discussions about domestic travel. Nearly half of Britons now prefer UK breaks over foreign trips, marking a 45% increase from last year. Coastal towns and rural spots near national parks are proving especially popular.
Film and TV are playing a bigger role in travel choices. Set-jetting—visiting locations from movies and shows—has surged, with Yorkshire seeing a 35% rise in bookings after an Emily Brontë adaptation aired. Fans are eager to explore the real-life settings of their favourite stories. Another growing trend is hotel hopping, where travellers book multiple hotels in one trip. Many are combining stays near event venues with extra nights in different locations. Football fans, for instance, are making last-minute trips to host cities, while others hunt for deals elsewhere. The mix of business and leisure, or 'bleisure', is also driving this flexible approach to accommodation.
The report confirms that domestic travel and screen-inspired trips are defining this summer’s plans. With more people splitting their stays between cities and countryside, hotels and events are adapting to the demand. The shift suggests a lasting change in how Britons approach their holidays.
