Cambridgeshire, Leicestershire, and Hertfordshire have topped a list of the UK's hidden gems – as new travel data has revealed that “Hidden Gems” looks set to be a leading tourism trend for 2023.
A poll of 2,000 adults, who plan to holiday in the next three years, found that holiday home searches in these UK destinations have increased by 40% or more over the past year.
Elsewhere in the UK, Scotland's East Lothian and South Ayrshire, and Monmouthshire in Wales, also made the top 10 “hidden gems” list.
It comes as the Expedia Group, one of the world's largest travel companies – which also includes Hotels.com, and holiday home rental company Vrbo – has revealed the top tourism trends for 2023.
As well as “Hidden Gems”, these trends include “New Wave Wellness”, “Set-Jetters”, “Culture Capitals”, and “Three-star Superstars”, according to the data.
It seems that wellness breaks have bounced back from 2021, with more than a 30% increase on 2022 demand, which is set to continue.
The brand also conducted research of 2,000 adults who plan to holiday in the next three years, which found almost a third (31%) have become “bored” with traditional wellness trips, and want to try something more exciting.
The most popular new wave wellness breaks include fruit harvesting and “sylvotherapy”, also known as forest bathing, which is said to link a human’s energy with the forest.
Another travel trend set to dominate 2023 is “Set-Jetters” – those who consider travelling somewhere after seeing it featured in a streaming show or movie – with Expedia finding that 44% admit TV has already influenced their travel decisions.
Almost half (46%) have researched travelling to a destination from a show, while another 37% have already booked a trip after seeing it featured on TV or in a movie on a streaming service.
The brand also revealed that after nearly two years of visiting national parks and nature reserves, the city is calling with its trend “Culture Capitals”.
Expedia found cities such as Edinburgh, Lisbon, and Tokyo come top of their global top 10 destination list.
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Jon Gieselman, Expedia Brands president, said: “When we look at Expedia, Hotels.com, and Vrbo data together, we see a detailed and robust picture of travel into 2023.
“We’re seeing a surge in trips to culture capitals, a new wave of interest in wellness retreats, and a spike in demand for outdoor destinations beyond just beaches and mountains.
“Not a new normal, but people branching out to unexpected trends in what we’re calling the “no normal”.”
Globally, Hotels.com found searches for three-star and under hotels were down more than 10% year on year – but interest was up globally by more than 20%.
One in five travellers polled consider a hotel’s star rating as something “very important” to them.
And when it comes to holidaying in the UK, data from Vrbo revealed that, of the 2,000 Brits who travel at least once every three years, 37% would rather book a cool and unique holiday home in a lesser-known destination, than a boring space in a popular destination.
The brand also found food-specific travel is a trend set to dominate searches in 2023, as British families are increasingly searching for properties with outdoor kitchens, fancy coffee machines, and pizza ovens.
And 44% even go as far as to say these needs are more important than their travel destination, according to the research by OnePoll.
TOP 10 UK HIDDEN GEMS – WHERE SEARCHES HAVE INCREASED BY 40 PER CENT OR MORE:
- Cambridgeshire, England
- Leicestershire, England
- Hertfordshire, England
- Buckinghamshire, England
- South Ayrshire, Scotland
- East Lothian, Scotland
- Monmouthshire, Wales
- Tyne and Wear, England
- Midlothian, Scotland
- Bath and North East Somerset, England
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