A survey of 2,000 adults who have been on holiday found that more than one in four people revisit the same destination either every year or every other year. On average, respondents had returned to the same place six times, while nearly one in five, 18 per cent, said they had visited between six and 20 times.
The main motivation is simple enjoyment. Just over half, 52 per cent, said they return because they like what the destination offers, while 29 per cent said understanding that a place feels safe plays a key role.
A further 15 per cent admitted they prefer to stick to what they know. For 29 per cent, the decision is driven by a strong emotional connection built up over multiple visits.
The findings come from the 2026 Trends Report by Neilson Beach Clubs, which has seen a clear rise in repeat bookings across its resorts, with seven in 10 guests returning year on year.
David Taylor, CEO for the travel provider, said: "We all look forward to our holiday escapes so much that when you’ve found something you love that delivers a great experience, it’s natural to return again with confidence that the holiday won’t disappoint.
"That is why we have activities for different ages and interests, giving guests flexibility in how they spend their time, even when returning to the same resort."
Families appear particularly drawn to repeat destinations. The study found one in 20 parents admitted that visiting somewhere unfamiliar with children can be stressful, while more than a quarter of all respondents, 26 per cent, said returning to the same place makes holidays easier to plan.
Ensuring children are engaged is also crucial, with 64 per cent saying this is key to a relaxing family break.
The research also points to shifting habits, with holidays increasingly linked to wellbeing. More than half, 52 per cent, of those who already exercise on holiday said they would book a fitness-focused trip to improve their physical health, up from 33 per cent last year. Swimming and paddle boarding were the most popular water-based activities, while yoga and tennis topped land-based choices.
Despite this, relaxation still dominates. Two-thirds said they primarily want a restful break, although nearly one in four believe fitness activities add just as much enjoyment.
Many also see holidays as a chance to disconnect, with 67 per cent saying taking a break from technology is important.
Taylor added: "It’s encouraging to see consumers leaning strongly to even more holidays for 2026. The survey responses on activities resonate with us, we feel that it’s easier to switch off by switching on, if your mind is busy getting your body to do something you love, you can truly switch off mentally.
"That said, it’s not all action for our guests, once they’ve got a fix of good energy by sailing flat out on the water, they still like to be flat out on a sunlounger too. It’s that balance that turns a good holiday into a great one."
