Guest priorities in the UK holiday lettings market are shifting.
New data from Holiday Cottages shows that two-thirds of holidaymakers are now actively seeking immersive, experience-led breaks – moving beyond the comfort-focused stays that have traditionally dominated the sector.
The question for the industry is what’s driving this change, and how can holiday homeowners best unlock new opportunities?
The numbers tell a clear story.
According to recent research , two thirds of UK holidaymakers are likely to seek a new experience on holiday in the next 12 months.
62% say trying a new experience makes their holiday more memorable, while 45% report that new experiences make them happier.
Perhaps most tellingly, 68% of Brits now value experiences more highly than material possessions, according to Mintel research.
For years, the focus for many holidaymakers was simply securing a comfortable, well-located, and high-quality place to stay.
Those things remain important. But this shift reflects a broader change in how people approach holidays. Rather than viewing breaks purely as escapes from routine, guests increasingly see them as opportunities for personal discovery and enrichment.
Indeed, the holiday letting agency’s data reveals distinct patterns in what guests want to experience; for example, nature and wildlife appeal to over half of those polled (51%), presenting opportunities for farm stays and properties with natural surroundings.
Meanwhile, local culture and food attract 45%, with guests keen to try regional delicacies.
Unique local festivals and traditions interest 38%, while outdoor adventures like kayaking, ziplining, and hiking appeal to 26%.
Creative workshops such as pottery, glass blowing, and painting attract 19%, and notably, unique accommodation experiences appeal to 34%—suggesting that novelty itself is valuable to guests.
What we’re seeing is a desire for novelty and immersion.
Guests aren’t just looking for a place to sleep; they’re looking for a setting that enables discovery. Indeed, recent findings from Mintel show that 58% of travellers would rather explore hidden gems than popular tourist hotspots, meaning properties in lesser-known but charming locations may have an advantage—provided they can connect guests with meaningful local experiences.
There’s a growing appetite for authentic discovery.
Owners with properties in unique locations have a natural advantage, but only if they understand what makes their area special and can help guests access it.
The data also shows that certain amenities are correlating with stronger bookings for 2026.
Properties with hot tubs attract 11% more bookings, while holiday lets with sea views enjoy a 16% uplift in bookings.
The data suggests that a successful holiday let not only need to provide guests with comfort, quality facilities and a good location, but owners can also take their offering one step further by connecting guests with memorable experiences on their doorstep.
This shift in guest priorities is creating measurable differences in booking patterns.
Properties that clearly align with specific guest interests and tap into the appropriate target market—whether that’s nature immersion, cultural discovery, adventure, or creative learning—appear to be outperforming more generalist offerings.
Holiday lets that can authentically deliver on these desires – whether through location, amenities, or curated local connections – are perfectly positioned to capture this growing market.
One thing’s for certain; alongside the traditional idea of what ‘quality’ means for holiday homes, now’s a great time for owners to explore how best to enhance the guest experience to make it as memorable as possible.
Joby Mussell is chief commercial officer at HolidayCottages.co.uk
