travel trends 2026
TRAVEL HORIZONS SEPTEMBER EDITION
Here’s how people are holidaying right now
Our annual travel industry trends report looks at where our customers have been and where they're heading next. Hot right now? That’s Holiday Maxing, it’s packing in as much as possible into one booking, be it adding parking or taking an early flight to make the most of the day. Because, Friday is the new Thursday for short breaks, and cooler destinations are back on the bucket list for anyone who found this summer's heat a little too much to handle. And the ten fastest-growing destinations of the year? No spoilers — you'll have to scroll down a little to find those.
Here’s where the best places to travel in 2026 and 2027 are right now.
Friday is the new Thursday
Short breaks have stopped being a stop-gap for the big summer holiday and started just being the plan. Hotel trends mean it's more 2 nights rather than 3 over the weekend, with holidaymakers maximising the nights to see the sights. These are the destinations our customers are choosing when a long weekend needs to earn its keep.
Malta
Malta's built for a long weekend that feels like more: honey-gold sandstone towns, turquoise coves and a quick ferry ride to Gozo if you want to squeeze in an extra day.
Malta
Malta's built for a long weekend that feels like more: honey-gold sandstone towns, turquoise coves and a quick ferry ride to Gozo if you want to squeeze in an extra day.
Good for: A three-night break that swaps hustle for heat, minus the long-haul flight.
Dublin
What’s the craic you ask? Head to the live music spilling out of Temple Bar for a proper pint. Wander the historic streets and pot to the coast and the Cliffs of Moher if you fancy a day trip out of the city.
Dublin
What’s the craic you ask? Head to the live music spilling out of Temple Bar for a proper pint. Wander the historic streets and pot to the coast and the Cliffs of Moher if you fancy a day trip out of the city.
Good for: A cosy long weekend that works just as well in November as it does in June.
coolcations
Looking for a coolcation?
Here's where our customers are heading
Cooler destinations are back on the bucket list for anyone who found the last few summers a little too hot to handle.
The Growth Hotlist
The ten fastest-growing destinations, counted down
From Mediterranean favourites to Red Sea sunshine, these are the places climbing the fastest this year. Number one might not be who you expect.
1
Malta
Our fastest-growing destination this year. Sun, history and a coastline built for slow afternoons — it's easy to see why everyone's booking.
1
Malta
Our fastest-growing destination this year. Sun, history and a coastline built for slow afternoons — it's easy to see why everyone's booking.
2
Marrakech
Souks, spice markets and mountain views just outside the city — Marrakech is climbing fast.
2
Marrakech
Souks, spice markets and mountain views just outside the city — Marrakech is climbing fast.
3
London
Proof a growth destination doesn't need a beach — just great transport links and a full calendar of things to do.
3
London
Proof a growth destination doesn't need a beach — just great transport links and a full calendar of things to do.
4
Sharm El Sheikh
Coral reefs and consistent sunshine keep pulling travellers back to this Red Sea favourite.
4
Sharm El Sheikh
Coral reefs and consistent sunshine keep pulling travellers back to this Red Sea favourite.
5
Hurghada
Red Sea diving, year-round sun and a growing following among travellers chasing guaranteed warmth.
5
Hurghada
Red Sea diving, year-round sun and a growing following among travellers chasing guaranteed warmth.
6
Dublin
Doing double duty here — not just a coolcation, but one of the fastest-growing breaks of the year too.
6
Dublin
Doing double duty here — not just a coolcation, but one of the fastest-growing breaks of the year too.
7
Hammamet
Tunisia's beach-town charmer is having a real moment: white-washed medinas, warm seas and prices that are hard to beat.
7
Hammamet
Tunisia's beach-town charmer is having a real moment: white-washed medinas, warm seas and prices that are hard to beat.
8
Algarve
Golden cliffs, laid-back towns and golf courses galore — the Algarve just keeps climbing.
8
Algarve
Golden cliffs, laid-back towns and golf courses galore — the Algarve just keeps climbing.
9
Rhodes
History, beaches and an Old Town that never goes out of style, rediscovered in a big way this year.
9
Rhodes
History, beaches and an Old Town that never goes out of style, rediscovered in a big way this year.
10
Costa Blanca
Spain's classic coast for a reason: reliable sun and easy beach days, now catching a fresh wave of interest.
10
Costa Blanca
Spain's classic coast for a reason: reliable sun and easy beach days, now catching a fresh wave of interest.
Popular questions
Coolcations, short breaks and growth destinations answered
What is a coolcation?
A coolcation is a holiday chosen for cooler weather rather than guaranteed sun…. think Dublin, Vienna or Scandinavia instead of the usual summer beach spots. It's one of the fastest-growing types of trip our customers are booking.
What are the best short break destinations right now?
London, Malta, Dublin, Marrakech and Costa del Sol are currently the most popular by volume — all easy to reach for a long weekend without eating into your annual leave.
Where's trending for holidays right now?
Our Growth Hotlist tracks the destinations climbing fastest year over year - currently led by Malta, Marrakech and London, with Red Sea and North African destinations also on the rise.
What is the fastest-growing holiday destination in 2026?
Malta tops our Growth Hotlist as the fastest-growing destination this year, with Marrakech and London close behind. Red Sea and North African spots like Sharm El Sheikh, Hurghada and Hammamet are also climbing fast, as travellers chase guaranteed sun without the guaranteed price tag.
What's the best destination for a Friday-to-Sunday trip?
London is our most-booked short break destination and a natural fit for a Friday-to-Sunday - easy to reach, with more than enough to fill a weekend without touching your annual leave. Dublin and Malta both work just as well if you fancy something a little different from the capital.
What is Holiday Maxing?
Holiday Maxing is about getting more from every trip - not more holidays, just more out of the ones you take. It's choosing an early flight to make the most of the day, adding parking so the journey starts stress-free, or letting AI do the legwork on planning - all in service of squeezing more value, time and experience out of a single booking.
What are the best destination dupes?
Love the idea of Sharm El Sheikh but fancy something closer to home? Hammamet gives you the same sun-guaranteed, easy-on-the-budget break. Algarve's your thing but want to spend a bit less? Costa Blanca delivers the same laid-back coastline. And if London's crowds aren't your vibe, Dublin brings the same city-break energy - live music, historic streets, buzzing bars - with way more elbow room.
Why are travellers saving on the flight and splurging on the hotel?
One of the clearest hotel trends from our data: nearly six in ten bookings now pair a low-cost flight with a 4-star-or-higher hotel. Travellers are happy to keep the flight simple and put the budget where it's felt most, the room itself, then layer on extras like parking or airport transfers to make the stay smoother.
What data is this based on?
This report combines two sources: a survey of 5,001 adults across the UK, France, Italy, Spain and Germany, carried out by Censuswide between 25 August and 1 September 2026, and lastminute.com's own booking data, comparing 2026 against the same period in 2025. For the full methodology and findings, see our Travel Trends Hub and the Travel Horizons report.