British travellers are swapping European getaways for UK countryside escapes as they look to cut costs, according to new search data that shows a dramatic shift in holiday preferences.
The trend shows families choosing car or train journeys over flights, with domestic cottage stays in places like the Peak District running 30 to 40 per cent cheaper than package holidays abroad.
"Countryside escapes have moved from being the 'second choice' to the first line of defence against high flight prices, overtourism, and unpredictable weather abroad," said search intelligence consumer expert and co-founder at Click Intelligence, Simon Brisk.
The data showed Britons searching for destinations like Spain are increasingly opting for budget-friendly alternatives, like Snowdonia instead.
There is a lot to see around Snowdonia | PABeyond the well-known Lake District and Cotswolds, travellers are discovering fantastic alternatives that deliver similar experiences for much less money.
The Brecon Beacons, Norfolk Broads, New Forest and Scottish Highlands have all seen major jumps in search interest, offering comparable scenery with smaller crowds and prices that run 20 to 30 per cent lower than the popular spots.
The Scottish Highlands and Yorkshire Dales are particularly attractive right now, with search data showing sharp increases for September and October visits when the scenery reaches its most spectacular.
Holidaymakers who book these regions during autumn can save up to a third compared to peak summer rates, while still enjoying dramatic landscapes perfect for hiking and outdoor activities.
These emerging destinations are gaining traction for their spa offerings, wild swimming spots and opportunities for digital detox escapes. The search patterns point to a broader cultural transformation in how Britons view their holidays, with wellness and personal renewal becoming top priorities.
Popular searches for Snowdonia, Peak District and Brecon Beacons reflect growing interest in activities like hiking, wild swimming and unplugging from technology.
Brisk added: "The rise in searches for wellness activities like hiking and wild swimming shows people aren't just looking for a destination, they're looking for a reset."
These rural destinations deliver the same rejuvenating benefits as expensive wellness retreats but without the hefty price tags. The data confirms that UK cottage breaks cost 30 to 40 per cent less than comparable European package holidays, making them an increasingly attractive option for budget-conscious families seeking meaningful experiences over traditional tourist spots.
TOP STAYCATIONS
The Cotswolds sees renewed interest during autumn thanks to heritage attractions, cosy pubs and boutique accommodations
| GETTYSavvy Britons can use search data as an early warning system to secure better deals before prices spike.
When search volumes surge for a particular region, it typically means sellouts, media coverage and higher prices will follow within weeks, so booking quickly helps lock in lower rates.
The Cotswolds sees renewed interest during autumn thanks to heritage attractions, cosy pubs and boutique accommodations, with autumn weekends filling up fast. Midweek stays offer significant savings of 20 to 25 per cent compared to weekend rates across most countryside destinations.
Brisk added: "Paying attention to search trends is like looking one step ahead of the crowd. It gives you the chance to save money, secure availability, and even discover new places before they're overrun."
October bookings provide quieter experiences while search interest remains strong, but prices have eased from summer peaks.