UK holidaymakers are now expecting what were once premium amenities as standard features for their domestic getaways, according to a leading accommodation provider.
Ed Maughan, Managing Director of GroupAccommodation.com, has observed a significant shift in British holiday expectations over recent years, with previously premium facilities now becoming baseline requirements.
The company specialises in providing large self-catering holiday houses and cottages for group holidays, from quirky accommodations and glamping to regal castle stays.
“Even just five years ago, properties with facilities like hot tubs and saunas were considered to be premium, more extravagant, and demanded a higher rate than those without.
“But many more properties have now emerged into the rental space and these types of amenities have almost become a requirement, creating a ‘norm’ out of what was once perceived to be luxurious.”
According to Maughan, the evolution has been notable for entertainment and wellness amenities.
For one, cinema rooms, which are frequently found in the homes of celebrities and HNWIs, used to be a feature found in only the most exclusive holiday properties.
“Today, cinema rooms are increasingly common in holiday properties of all sizes. Watching films at home as opposed to going out to the cinema has become more popular over the years, which lends itself to this trend.”
In the wellness space, certain amenities are now standard in holiday homes, with once-novel hot tubs having almost transitioned from luxury to commonplace.
“Hot tubs, in particular, are now found in a large number of properties. They’ve become a popular investment as part of many people’s home lifestyles, and so have shifted to become commonplace.”
Not only this, but outdoor bathtubs have risen in popularity too, Maughan adds – a result of allowing people to connect with nature while offering a range of wellbeing benefits such as reducing stress and improving their cardiovascular health.
“As more Brits prioritise their wellbeing and health, facilities like outdoor baths have become more common. Compared to hot tubs – which have steadily become more frequent in properties – we’ve seen a much larger surge in recent years for outdoor baths.
“This is likely because of a growing recognition of the benefits of being out in nature, undoubtedly prompted by the pandemic, and has since stuck around.”
In light of broader lifestyle trends, sauna culture has become more prevalent in the UK, with Britain seeing a doubling in the number of public saunas between 2023 and 2024.
Maughan shares that traditional saunas are now a core part of wellness facilities in many UK properties, too.
“Influenced by a growing awareness of popular Scandinavian wellness practices, and very much amplified by exposure on social media, they’re a staple of many breaks in the country now.”
And as this ‘luxury as standard’ mindset continues to rise, the company is seeing an increasing number of properties incorporating more than just one of these facilities to meet demand.
Not only this, but a shift in staycation priorities means that emerging features are currently piquing interest too, pioneering a new era of UK getaways.
“It’s features like yoga studios and meditation spaces that are being valued by Brits more than ever, as their perspective of a holiday has shifted to be somewhere where they can not only relax, but also have a transformative experience.”
Properties offering more experiential elements during stays have been gaining more attention too, whether it’s those that can organise private chef experiences, or even take guests on excursions to discover local farmland and teach them the ropes of foraging. Maughan shares that his company will soon offer guests a way to conveniently book private chefs for their stays, as more guests seek this experience.
So now, the modern-day British traveller hasn’t just become more accustomed to luxury, but they’ve also become keener to invest in experiences.
“Features in homes have quickly transitioned from being luxury to a necessity, and there’s more emphasis on the importance of having a transformative time on holiday.
“It’s therefore becoming ever important that holiday stays are conscious of these shifts and are thoughtfully considering these elements to create a holistic and elevated experience suited to Brits’ wants.”
Maughan adds that the concept of luxury in our current day and age is becoming much more nuanced and less tangible, but as more holiday providers understand this, the better position they place themselves in to excel in the current changing landscape.