With Brits increasingly seeking an escape from their busy, tech-centric lives, more are prioritising restful holidays.
Travel insurance experts at Confused.com recently looked into the rising ‘calm-cations’ trend – these are holidays designed for slowing down, switching off and relaxing.
Travellers find nature-oriented holidays most restorative
The survey revealed that feeling relaxed on holiday is key for 98% of travellers. Holidaymakers shared that the main purpose of their trips is to relax and unwind, spend quality time with loved ones and get a break from daily routine. These factors ranked above exploring a new destination, seeking adrenaline and adventure and experiencing a different culture.
The types of holidays these travellers reported finding most relaxing all revolve around nature.
- With the fresh salt air, breathtaking undisturbed views and tranquil sound of ocean waves, almost two thirds of travellers (62%) find beach / coastal holidays the most relaxing.
- Rural countryside escapes follow, with almost a quarter (24%) seeking respite in the great outdoors. It’s refreshing to look out onto a landscape of glossy green grass and spotting animals grazing freely.
- Nature retreats were the top calming trips for just under a quarter of holidaymakers (23%). These trips offer the opportunity to connect with aspects of nature, often through immersive experiences like forest baths, wilderness cabins, species spotting and wild swimming. The market for nature retreats globally is projected to reach $80.8 billion by 2035(1), highlighting how the desire for restorative experiences is redefining holidays.
The holiday activities travellers find relaxing differ based on interests
Spending time in nature was unsurprisingly the top activity used for seeking relaxation while on holiday. This was also top for Gen Z, Millennials and Gen X, while Boomers prefer reading to unwind.
| Activity | Holidaymakers who use it to feel relaxed (%) |
| Spending time in nature | 55% |
| Reading books / magazines | 52% |
| Watching sunrises / sunsets | 44% |
| Sunbathing | 43% |
| Sleeping in / napping | 35% |
While the top calming activities prioritise rejuvenation and rest, the survey found that a calm-cation can differ based on the travellers perception of relaxation. Some respondents even find physical activity relaxing, with over 1 in 5 selecting hiking (22%) and water sports (21%).
Additionally, when seeking relaxation, the majority of holidaymakers (46%) prefer to travel with just their partner / spouse.
Rest becomes a luxury with sleep tourism
A niche form of calm-cation emerging is specifically sleep-focused. From pillow menus to sensory aids and mindfulness courses, sleep tourism breaks focus on rest and improving sleep quality. Half of survey respondents (50%) said they would be interested in this type of holiday, showing respite is key to a modern break.
Travel insurance expert at Confused.com, Alvaro Iturmendi, shares tips around enhancing relaxation on holiday:
- “Travel during off-peak seasons: The atmosphere at the destination can impact your experience. Busy crowds hinder relaxation for 1 in 3 travellers (31%) and so does noise for over a quarter (27%). Consider travelling in known off peak seasons, like during school term time or ‘shoulder seasons’ (the time between high and low seasons). The ideal time of year will depend specifically on the destination, so research their local off-seasons, school holidays as well as public holidays.
- “Prepare travel admin in advance: So you can switch off while away, make sure any admin is sorted ahead of time. This includes ensuring you have the right type of insurance for the destination in case of disruptions. Even if you’re considering a coastal or rural break in the UK, staycation insurance can protect you from unexpected cancellation and lost or stolen belongings. Make sure you also have all travel documents in order and up-to-date.
- Vet your accommodation: A calming trip starts with where you stay. Over a quarter of travellers (26%) say dirty accommodation prevents them from being able to relax. To avoid this, prior to booking, carefully read the property’s reviews and examine photos. Check out the accommodation on multiple booking platforms to get a fuller picture. For extra peace of mind, you could even contact someone from the accommodation directly to ask about the pre check-in cleaning routine.”
