UK holidaymakers are increasingly turning to “calm-cations”: holidays designed to prioritise relaxation, mental well-being, and a break from daily stress. A recent survey by travel insurance experts at Confused.com reveals that 98% of travellers consider feeling relaxed on holiday a top priority, outranking exploring new destinations, seeking adventure, or experiencing different cultures. This shift towards restorative travel reflects a growing desire to escape the overstimulation of modern life.
Nature-oriented holidays are most restorative
The survey highlights that holidays immersed in natural settings are the most relaxing for UK travellers. Almost two-thirds (62%) find beach or coastal escapes the most calming, drawn to the fresh salt air, tranquil ocean waves, and undisturbed views. Rural countryside retreats appeal to 24% of holidaymakers, who find solace in landscapes of glossy green grass and grazing animals. Nature retreats, offering immersive experiences like forest bathing, wilderness cabins, species spotting, and wild swimming, are favoured by 23%. The global market for such retreats is projected to reach $80.8 billion by 2035, underscoring the rising demand for restorative holidays.
Relaxation activities vary by preference
Spending time in nature tops the list of relaxing holiday activities, with 55% of travellers citing it as their go-to for unwinding. This is particularly true for Gen Z, Millennials, and Gen X, while Boomers prefer reading books or magazines (52%). Watching sunrises or sunsets (44%) and sunbathing (43%) also rank highly. Interestingly, 35% find sleeping in or napping restorative, while over one in five enjoy physical activities like hiking (22%) or water sports (21%) for relaxation. The survey reveals that calm-cations are highly personal, with travellers defining relaxation based on their unique interests.
Partner travel enhances relaxation
For many, the company they keep shapes the holiday experience. Nearly half of holidaymakers (46%) report feeling most relaxed when travelling with just their partner or spouse, suggesting intimate getaways foster a deeper sense of calm compared to group or family trips.
Sleep tourism emerges as a niche trend
A growing subset of calm-cations, sleep tourism, focuses specifically on improving sleep quality. From pillow menus to sensory aids and mindfulness courses, these breaks cater to those seeking deep rest. Half of the survey respondents (50%) expressed interest in sleep-focused holidays, reflecting a broader recognition of rest as a luxury in today’s fast-paced world. Hotels are responding with amenities like blackout curtains, AI-powered smart beds, and sleep coaching, as noted in Hilton’s 2025 Trends Report, which highlights that 63% of travellers report worse sleep while away due to noise, lighting, or bedding issues.
Expert tips maximise holiday relaxation
Alvaro Iturmendi, a travel insurance expert at Confused.com, shares practical advice for enhancing calm-cations:
- Travel during off-peak seasons. Busy crowds hinder relaxation for 31% of travellers, and noise affects 27%. Iturmendi recommends researching local off-seasons, school holidays, and public holidays to avoid peak times, ensuring a quieter experience.
- Prepare travel admin in advance. Sorting travel insurance, documents, and other admin beforehand allows travellers to fully switch off. Staycation insurance can protect against cancellations or lost belongings, even for UK breaks.
- Vet your accommodation. Dirty accommodations prevent 26% of travellers from relaxing. Iturmendi advises checking reviews, photos, and cleaning routines across multiple platforms before booking.
The rise of calm-cations signals a broader societal shift towards prioritising mental health and sustainable travel. As UK travellers seek respite from digital overload and daily stress, coastal escapes, countryside retreats, and sleep-focused holidays are redefining the modern holiday experience. By choosing quieter destinations and immersive natural settings, holidaymakers are finding new ways to recharge and return home refreshed.