For many people, the word “staycation” became part of everyday life during the pandemic. But while overseas travel returned strongly afterwards, 2026 is showing signs of a second major rise in UK holidays – and this time, it’s being driven by changing lifestyles, rising travel uncertainty and a renewed appreciation for destinations closer to home.

Research suggests that over half of Brits now plan to take a UK staycation, with many choosing it as their main holiday of the year. For holiday rental owners in destinations like Bath, this shift presents opportunity.

1. Less Stress, More Convenience

One of the biggest reasons people are choosing to stay in the UK is simple: travelling abroad has become more stressful. Flight delays, airport queues, rising baggage costs and uncertainty around international travel have made many holidaymakers reconsider whether a quick European getaway is actually worth the hassle. Recent reports show fuel prices and global instability are also pushing more people toward domestic breaks.

A UK city break offers something very different:

• Easier travel
• Flexible short stays
• No passport stress
• Lower upfront costs
• More spontaneous bookings

Cities like Bath are perfectly positioned for this trend because they’re easy to reach by train or car from London, Birmingham, Bristol and beyond.

2. Quality UK Destinations

The perception of UK holidays has changed dramatically over the last few years.

Today’s guests are looking for:

• Boutique-style accommodation
• Historic cities
• Wellness breaks
• Independent food and drink
• Character properties
• Experience-led travel

That works exceptionally well for Bath. The city combines:

• Georgian architecture
• Luxury spas
• Independent restaurants, cafes and bars
• Cultural attractions
• Walkability
• Countryside access nearby

It delivers the feeling of a premium European city break – without leaving the UK.

3. Shorter Trips Are Winning

Another major shift is that people are no longer relying solely on one annual overseas holiday.

Instead, many travellers are now taking:

• More weekend or midweek escapes
• Bank holiday trips
• Remote working stays
• Seasonal mini-breaks

This is excellent news for holiday rentals because it creates year-round demand rather than relying purely on the summer season.

Bath benefits hugely from this because it works across every season:

• Spring city breaks
• Summer tourism
• Autumn spa escapes
• Christmas market stays
• Romantic winter weekends

Unlike coastal destinations that peak for a few months, Bath has consistent appeal all year round.

4. Experience Over Distance

Modern travellers increasingly care less about how far they travel and more about how the trip feels.

People are now choosing destinations based on:

• Atmosphere
• Design
• Food
• Wellness
• Walkability
• Social-media appeal
• Unique accommodation

This has created a strong market for well-designed holiday rentals with personality and character.

In a city like Bath, guests often spend more time enjoying the accommodation itself – whether that’s a stylish Georgian apartment or a cosy countryside cottage. For holiday rental owners, this means quality presentation, interior design and guest experience can command premium nightly rates even without international tourism.

5. Bath Is One of the Best

Bath has quietly become one of the most resilient short-term rental markets outside London. Industry analysis highlights strong year-round tourism, hybrid working trends and increasing domestic travel demand helping drive the city’s short-let market.

What makes Bath particularly attractive is its balance:

• Large enough to feel vibrant
• Small enough to explore on foot
• Historic yet modern
• Relaxing but still lively

For UK travellers wanting a premium escape without airport stress, Bath ticks nearly every box. And for holiday rental owners, that creates a valuable combination:

• Strong occupancy potential
• High nightly rates
• Diverse guest demographics
• Year-round bookings
• Repeat visitors

Final Thoughts

The UK staycation market is no longer just a temporary trend. It’s becoming a long-term shift in how people travel. Guests want convenience, flexibility and meaningful experiences – and destinations like Bath are ideally placed to benefit from it.

For holiday rental owners, the opportunity isn’t simply about offering somewhere to sleep. It’s about creating an experience that makes guests feel they’ve truly escaped – without ever leaving the UK.