In short
From magical escapes and analogue adventures to cycling holidays and a new wave of wellness, in 2027, travel will become less about where we go and more about how it makes us feel. We’re looking for genuine connections, a little magic, new experiences and, increasingly, a break from the noise of everyday life.
At Wild Card, we’ve been looking at the cultural shifts set to shape how and why we travel. Here are the UK travel trends we think will make their mark in 2027.
1. Life on two wheels
With the Tour de France Grand Départ coming to Britain in 2027, cycling is set for its moment in the spotlight. From leisurely rides through the countryside to cycling-led weekend breaks, expect more travellers to discover destinations at pedal pace. It’s active travel with a sense of freedom, where the journey is just as much fun as the destination.
2. Solo, but far from alone
Travelling solo doesn’t have to mean spending your holiday alone. More travellers are embracing the freedom of exploring on their own terms, while seeking out opportunities to connect with local communities and like-minded people along the way.
Hotels are becoming social hubs, with welcoming open lobbies designed to spark conversation, communal spaces that bring guests and locals together, and activities that invite travellers to become part of the neighbourhood. From joining a local running club to taking part in community events, it’s about having the independence to do your own thing, with the option to feel part of something bigger whenever you fancy it.
3. Wellness gets personal (and social)
Wellness travel is becoming increasingly individual, with travellers seeking experiences that offer a deeper understanding of themselves. Human Design, a personality and self-discovery system drawing on astrology and other spiritual traditions, is finding its way into the wider wellness conversation, reflecting a growing appetite for experiences that feel deeply personal.
At the same time, wellness is becoming a social occasion. Sober socialising, alcohol-free gatherings and festival-style wellness events are bringing music, movement and community together.
4. The rise of the coolcation
As climate change reshapes travel patterns, the traditional summer holiday is getting a rethink. With extreme heat making some Mediterranean destinations less appealing during peak summer, the UK’s milder climate could become an increasingly attractive alternative.
Alongside escaping heatwaves, changing weather patterns, unpredictable seasons and the desire to travel more comfortably are opening up opportunities beyond the traditional holiday calendar. Shoulder season extensions will see more interest in spring and autumn escapes, flexible travel dates and destinations that offer something special whatever the weather.
5. A little magic in a digital world
In a world increasingly shaped by AI, perhaps it’s no surprise that travellers are seeking experiences rooted in real stories, ancient history and a little mystery.
Castles, folklore, mythical landscapes and places steeped in legend are finding a new audience. Skyscanner’s 2027 travel insights suggest 39% of travellers plan to visit historical attractions, while the rise of romantasy and BookTok is giving literary-inspired travel fresh appeal. From Arthurian legends to atmospheric ruins and storybook villages, we’re looking for places that transport us to another world, without a screen in sight.
6. holidaying like we used to
In an increasingly futuristic world, there’s something wonderfully appealing about switching off and rediscovering the simple pleasures of childhood trips. Seaside towns, caravan holidays, board games, disposable cameras and days spent outdoors are all part of the analogue escape. It’s a chance to slow down, be present and make memories that don’t need to be shared online to matter.
7. The joy of the find
For some travellers, the best souvenir won’t come from a gift shop. It’ll be discovered in a dusty antique market, a tucked-away vintage store or a weekend car boot sale. Second-hand culture is giving travel a new sense of discovery, with antiquing trails, flea markets and vintage shopping becoming experiences in their own right. It’s sustainable-minded travel with personality, where the thrill is in finding something nobody else has.
8. Little escapes, more often
Why wait all year for one big holiday when you could have a whole calendar of trips to look forward to? In 2027, we expect to see more travellers swapping the traditional two-week getaway for a series of shorter, more frequent breaks, spreading the excitement of travel throughout the year. These mini adventures offer a change of scene without the need for extensive planning or annual leave, and finding more opportunities to explore, recharge and make memories.
If there’s one thread connecting the travel trends of 2027, it’s our appetite for experiences that feel more human. We’re seeking belonging, stories worth sharing and moments that make us feel something. For travel and hospitality brands, the opportunity lies in understanding those motivations and creating experiences people genuinely want to be part of.
At Wild Card, we believe the strongest stories start with people. And in 2027, the brands that understand what makes travellers tick will be the ones that capture their imagination.
We Make Comms More Colourful
The world of travel never stands still, and neither do we. From spotting emerging trends to creating campaigns that capture imaginations, we help travel and hospitality brands connect with the people who matter.