Escape to experience: how travel motivation is changing in 2026

Travel is a non-negotiable part of household spending for many people in the UK. Despite current economic pressures, the travel sector continues to grow. People are choosing to cut back on other areas of spending, such as food and clothing, rather than sacrificing travel, experiences and wellness, which are seen as an absolute priority for mental and physical wellbeing.

According to ABTA’s Holiday Habits report, 65% of people say holidays are the most important time of year. They’ve become even more of a spending priority, with only 28% of people now saying they would cut back spending on holidays, the lowest figure seen over the past few years. ABTA also found that people expect to spend more on travel year on year, not just because the cost of travel is increasing, but because they plan to go on multiple trips and are determined to get the experience and destination they really want. 

This shift from material to experiential spending is a way of rewarding themselves without feeling overwhelmed. Booking long-haul trips and short city breaks is undoubtedly more affordable in the short term than commitments like house renovations or a new car. And when money doesn’t go as far as it used to, experiences offer something more than material goods can: fulfilment and a feeling of living. 

At the same time, current geopolitical events have reduced capacity in many traditional travel destinations, pushing demand and prices toward alternative regions. With travel costs rising and availability reducing, the need for greater value from a holiday is even more pertinent now. 

From escape to experience

For most people, holidays are all about escaping life and switching off. These types of holidays are a mainstay, and they always will be. There’s a timeless appeal in spending a week or so in the sun on a beach to completely unwind. But there’s a shift happening.

Experience-led travel is growing by 20%, and it’s making holidays more intentional and purposeful. It’s less about escaping and more about experiencing. Travellers are choosing passion-fuelled itineraries with trips built around food, wildlife, music, history, adventure, or wellness. Because the holiday itself has become part of how they understand and express who they are, as well as a way to connect with others.

What’s driving this shift?

Two behavioural theories help us understand what’s driving this shift, and what it means for decision-making.

The first is identity bias. People are increasingly booking experiences that reflect and reinforce their sense of self. They’re opting for a culturally rich city break over a beach resort, an expedition cruise that sparks adventure, or a wellness retreat that aligns with their values. When a holiday becomes an expression of identity, it starts feeling like a non-negotiable. This also explains why, even in times of economic uncertainty, premium options and add-ons perform well. Because they’re not just upgrades, they affirm the whole experience.

The second is effort justification. When people invest time, money and emotional energy into something, they give it greater value. Trips that feel transformative or meaningful are harder to give up. We’re seeing continued demand for multi-stop itineraries, cruises that combine discovery, and holidays linked to personal milestones or cultural events. The more earned a holiday feels, the more likely it is to withstand budget pressure and second thoughts.

What this means for travel providers

Travel is no longer a luxury for the few, it’s part of well-being for the many. But now, people want to feel their trip is worth it both financially and personally.

1. Sell an identity, not an itinerary. Messaging should align with who the trip is for and what it says about them, not just what’s included or where they’re going. Comms that spark curiosity, adventure or personal growth will always resonate more than the trip’s logistics.
2. Frame experiences as transformative. Language that positions a trip as enriching and earned makes it harder to give up, even when there are financial concerns. A holiday that feels fulfilling will mean more to people than one that’s more affordable. 
3. Build anticipation before the booking. The pre-booking journey is where you can create desire and anticipation. Real stories and cultural content help people picture themselves in a destination experiencing those things, turning consideration into actual commitment.
4. Make upgrades feel like extensions of the experience. Premium add-ons perform better when they’re framed as part of the experience rather than nice-to-haves. If they’re aligned with the passion or identity that drove the booking, they become much easier to say yes to.

There’s a significant opportunity here for travel providers to design and communicate experiences that speak to people’s passions, reflect their sense of self, and feel genuinely worth their money and effort.