From sunlit Mediterranean coves to Arctic landscapes glowing, British travellers are rethinking what a “good holiday” really means in 2026, and where they want to go.
The predictable fly-and-flop escape is giving way to trips that promise quieter days and a sense of discovery.
New research suggested that, while affordability still plays a role, eight in 10 Britons now believe the true value of a holiday lies beyond its price tag, and some lesser-known spots made the list of where they hope to travel.
More than two in five say a trip feels “worth it” if it helps them properly switch off from everyday stress, while 42 per cent admit they are simply travelling in search of joy.
Sardinia topped the list for 2026 holidays
| GETTYThat shift in mindset is reshaping the map. While Sardinia was found to be the most popular travel destination in the research from TopCashback, lesser-known destinations made the list.
Gozo Island in Malta, the Outer Hebrides in Scotland and even Lapland in Finland during the summer months emerged as unexpected hotspots. Rather than chasing the same familiar sun destinations, two-fifths said they are actively seeking out places that feel more authentic and less crowded.
Among the most talked-about is Gozo, Malta’s quieter, slower-paced sister island. It offers a gentler kind of Mediterranean escape, with honey-coloured villages, crystal-clear coves and a pace of life that encourages travellers to properly relax. It’s a destination that appeals to those who want sunshine without the bustle.
Closer to home, the Outer Hebrides are capturing attention. With sweeping white sand beaches, wild Atlantic coastlines and a sense of being truly off-grid, the islands offer a contrast to city life.
TRAVEL NEWS
Top 10 unexpected travel hotspots for 2026
- Sardinia, Italy
- Madeira, Portugal
- Outer Hebrides, Scotland
- Azores, Portugal
- Tromsø, Norway
- Lapland, Finland
- Gozo Island, Malta
- Faroe Islands, Denmark
- Latvia
- Slovakia
Closer to home, the Outer Hebrides are capturing attention
| PA
Holidaymakers are looking at Madeira, Portugal
| GETTYAccording to the research, a third begin planning their next getaway within a month of returning home. This new approach to travel is also changing how holidays are spread across the calendar.
The traditional “one big annual escape” is being replaced by the rise of the microholiday. Almost half of Brits now prefer to take several shorter breaks throughout the year, creating more regular moments to reset rather than saving everything for a single summer trip.
UK director at TopCashback, Adam Bullock, said. “For many people, it’s about the joy and memories they get back from a trip - the kind of getaway that feels genuinely worth talking about when they return. By travelling outside peak season or planning ahead, people can put more of their budget towards the parts of the holiday that matter most.”
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