In the summer, Business Insider reported on Virgin Atlantic’s major cabin overhaul during the luxury travel boom. Onboard bars were removed in Boeing 787s in favour of high-end suites. The company had reported record financial results and CEO Shai Weiss said there was “insatiable demand” for luxury travel.
That was just one example of the trend in 2025. But where are Brits actually going for luxury travel and a taste of the high life?
Elevated travel
Many Brits are opting for upgraded experiences rather than ticking off long lists of destinations. Some travellers who might have spread their budget across several short trips are now concentrating resources on one or two refined journeys each year. The trend is noticeable among companies that report that customers prefer comfort and simpler logistics. One of the main examples is the rise of premium rail services across parts of Europe, where passengers enjoy private compartments and luxury meals. Rail has become more appealing for people who prefer predictable journeys and quiet routes, avoiding crowds.
European cities
Classic European destinations are enjoying renewed interest. Cities like Copenhagen, Vienna and Milan are benefiting from visitors who appreciate elegance and want to avoid crowded tourist zones. These cities offer luxury dining, historic hotels and plenty of cultural attractions: museums, landmarks, and nightlife. Britons who might once have opted for longer escapes are choosing shorter flights with a sense of sophistication.
Rural stays
Rural escapes within the UK are also part of the trend. Areas like the Lake District, the Cotswolds, and parts of the Scottish Highlands have seen demand for boutique properties. Many people value privacy and nature alongside personal service. Converted farmhouses, small manor hotels, and lakeside lodges are popular on booking sites like Airbnb.
Wellness trips
Wellness holidays and retreats, though not new, are still popular. They form the basis of many trips, and, less about sightseeing, yoga and wellness retreats often include nutrition guidance, meditation sessions, swimming, and massages. Resorts in Portugal, Italy, and Croatia are popular, helped by reliable climates and access to fresh produce and beautiful scenery. In Croatia, for example, luxury properties in Dalmatia and Istria all receive plenty of bookings.
Casinos in London
Also in the luxury travel conversation is London’s casino scene, which continues to attract domestic travellers looking for a polished night out. The capital’s long-running venues use lighting, layout, and service to create a particular atmosphere rarely found elsewhere. Online casinos often aim to replicate the aesthetic through studio design, live hosts, and polished mobile and web apps. The influence shows clearly in online roulette, poker, and blackjack, where developers match the settings of physical casinos.
Long-haul destinations
Although shorter trips are fashionable, long-haul journeys haven’t disappeared. One major difference nowadays is that more travellers plan their own trips rather than using agents. Journeys to Japan, Canada, and South Africa are popular. These trips often include visits to wildlife reserves, historic sites, and famous city shopping centres. People want to return home with a sense of discovering something different to everyday life in Britain, which can only be achieved through time spent with people who live and work in these settings.
Luxury dining
Food continues to guide destination choices. Brits sometimes travel based on restaurant reviews, new venues opening, or seasonal menus. Fine dining and Michelin-starred restaurants are popular, but so too are more informal places that prioritise thoughtful sourcing. Cities like San Sebastian and Lyon are benefiting from this trend, as are rural regions where growers invite visitors into orchards and vineyards. Foodie Britons want to understand why certain ingredients taste the way they do; meals encourage travellers to learn about history, culture, and climate.
Takeaway
The luxury travel boom among UK travellers is about comfort, personal space and meaningful experiences. People value exceptional service and more private, intimate environments. This sometimes means a calm boutique hotel in a rural valley, and other times a table at a respected neighbourhood restaurant. The pattern suggests that Britons will continue seeking unique experiences.
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