If packing a good read is as important as packing your sun cream, or if your destination down-time isn’t complete without a good page-turner – you’re not alone. New KAYAK research shows holiday habits are shifting. Travellers aren’t just switching off – they’re choosing spots that offer the time and headspace to read and reflect. As part of our research, we identified four distinct reading mindsets – each with its own travel vibe.
Reading: the new R in R&R.
KAYAK surveyed 2,000 UK travellers to find out how reading habits influence holidays. Turns out, it’s not just fiction on the beach anymore. Here’s what people told us:
89% of UK travellers see holidays as a time to reflect and invest in themselves.
Nearly half have chosen a holiday spot for its reading and learning potential – not just for the sunshine.
Over a third mix up fiction and non-fiction holiday reads, with 26% of Brits now reading more non-fiction on holiday than in recent years.
43% of people reading non-fiction on holiday say it led to a new outlook or mindset.
All signs point to one thing: today’s travellers are using books to reset, not just relax. And that mindset is shaping everything from where we go to what we bring.
Four holiday reading mindsets shaping the way we travel.
Whether it’s reading “The Mountain Is You” in a hammock, listening to “Diary of a CEO” on a solo hike, or journaling by the sea, one thing is clear: we’re travelling not just to escape – but to evolve.
Using a combination of traveller typologies, seasonal travel behaviour and survey insights, KAYAK has uncovered four emerging holiday mindsets.
Likely to read:
Likely to visit:
Ubud, Bali
Yoga retreats, wellness resorts, and jungle immersion.
Lefkada, Greece
Peaceful Ionian island with hidden beaches.
Madeira, Portugal
Lush hiking trails, spa hotels, and ocean views.
Likely to read:
Likely to visit:
Chamonix, France
Alpine training, fresh air, and scenic discipline.
Lanzarote, Canary Islands
Active island with trails, surf, and sunlight.
Canggu, Bali
Gyms, surf, smoothie bowls, and goal-oriented vibes.
Likely to read:
Likely to visit:
Lisbon, Portugal
Creative energy, tiled streets, and literary cafés.
Kyoto, Japan
Quiet temples, visual beauty, and poetic stillness.
Tbilisi, Georgia
Emerging art scene, and unexpected charm.
Likely to read:
Likely to visit:
Puglia, Italy
Long lunches, whitewashed villages and soft focus for fiction.
The Maldives
Hammock reads, soft waves and no signal.
Tulum, Mexico
Beachside reading, sound baths and digital detox.
What this trend tells us about modern travel.
Travel today is less about ticking off destinations – travellers are taking time away to reflect, reset and invest in themselves.
Whether you’re a self-investor, habit builder, creative seeker or classic escapist, your time away matters. And when you’re ready to turn a mindset shift into your next getaway, KAYAK’s AI-powered planning can suggest destinations and stays that match your style — from cities with inspiring bookshops to hotels with libraries worth getting lost in.
Embrace the bookish break: five reading retreats worth the trip.
From literary-themed hotels to resorts with curated in-room libraries, KAYAK has spotlighted some destinations for travellers who see reading as part of the journey. Each offers spaces and experiences designed to make a good book even better.
Methodology
An online survey was conducted by WALR among 2,034 UK respondents who have been on holiday in the last 12 months or are planning to go on holiday in the next 12 months. Fieldwork took place between 8 July 2025-11 July 2025. Data was collected adhering to MRS (Market Research Society) and ESOMAR guidelines to ensure ethical and accurate data collection.
Identified by KAYAK using a combination of traveller typologies, seasonal travel behaviour and survey insights. These archetypes are intended for entertainment purposes and to inspire travel ideas.
