What your holiday reading says about you

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.

In this article

Reading: the new R in R&R
What kind of reader are you?
What this tells us about modern travel
Reading retreats worth the trip

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.

The self-investor

I go away to switch off — and come back switched on.

The self-investor sees holidays as more than just rest. For them, it’s a chance to step back, gain clarity and set fresh intentions.

They favour wellbeing reads, emotional growth books and memoirs with perspective — and are most likely to say they return from holidays mentally refreshed and more focused than before.

Likely to read:

“The Mountain Is You”
Brianna Wiest

“Wintering”
Katherine May

“Untamed”
Glennon Doyle

Likely to visit:

Ubud, Bali
Yoga retreats, wellness resorts, and jungle immersion.

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Famous Egremni beach on west part of Lefkada (Levkas) island, Ionian sea, Greece. It suffered landslide caused by an earthquake making the beach unreachable from above in November, 2015.

Lefkada, Greece
Peaceful Ionian island with hidden beaches.

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Madeira, Portugal
Lush hiking trails, spa hotels, and ocean views.

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The habit builder

I don’t leave my goals behind when I leave the country.

35% of travellers in KAYAK’s study selected personal development reads, and habit builders use their time off to lean in — not check out. Whether training for a race or building a new routine, they’re fuelled by progress, and holidays give them the headspace to strategise.

Expect habit builders to combine travel with training, and to use their holiday reading as the catalyst for something new.

Likely to read:

“Can’t Hurt Me”
David Goggins

“The Power of One More”
Ed Mylett

“The Diary of a CEO”
Steven Bartlett

Likely to visit:

Silhouettes of people admiring sunset over Mont Blanc covered with snow mirrored in Lacs des Cheserys, Haute Savoie, France

Chamonix, France
Alpine training, fresh air, and scenic discipline.

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Lanzarote, Canary Islands
Active island with trails, surf, and sunlight.

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Surfboards for rent on Bali beach at sunset; Shutterstock ID 641927998; SF SSA Case with Manager Approval: SF6759285; Job: ; Client/Licensee: ; Other:

Canggu, Bali
Gyms, surf, smoothie bowls, and goal-oriented vibes.

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The creative seeker

I travel for perspective — and sometimes I find it in a sentence.

Creative seekers are curious, observant and more likely to be slightly unstructured in their approach to travel. They’re driven by exploration, and often stumble across clarity while doing something totally unplanned — like hearing the perfect quote on a long drive, or finishing a book that lingers for weeks.

These travellers are often drawn to memoirs, ideas-led non-fiction, and long-form interviews.

Wide shot of senior couple shopping while exploring the Medina of Marrakech while on vacation

Likely to read:

“Steal Like an Artist”
Austin Kleon

“Big Magic”
Elizabeth Gilbert

“The Creative Act”
Rick Rubin

Likely to visit:

Lisbon, Portugal
Creative energy, tiled streets, and literary cafés.

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Pagoda in Kiyomizu temple, Kyoto, Japan; Shutterstock ID 1091061665

Kyoto, Japan
Quiet temples, visual beauty, and poetic stillness.

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The Bridge of Peace is a bow-shaped pedestrian bridge over the Kura (Mtkvari) River in the capital of Georgia - Tbilisi.

Tbilisi, Georgia
Emerging art scene, and unexpected charm.

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The escapist

I travel to switch off — completely.

Let’s not forget the traditionalist. Escapists are the fiction lovers — those who still believe the best way to unwind is to disappear into someone else’s story.

While KAYAK’s study shows a significant shift toward non-fiction, 34% of travellers still prefer a mix of fiction and non-fiction, and many find that pure fiction is what truly helps them rest.

Whether it’s a juicy thriller, a nostalgic re-read or a summer romance, escapists understand that emotional release can be just as powerful as emotional insight.

Likely to read:

“The Rachel Incident”
Caroline O’Donoghue

“Yellowface”
R. F. Kuang

“The Seven Husbands of Evelyn Hugo”
Taylor Jenkins Reid

Likely to visit:

Puglia, Italy
Long lunches, whitewashed villages and soft focus for fiction.

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The Maldives
Hammock reads, soft waves and no signal.

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Tulum, Mexico
Beachside reading, sound baths and digital detox.

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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.

We’re seeing a real shift away from pure escapism towards purposeful or ‘active rest’, with reading playing a central role in this evolving holiday mindset. Even hotels are leaning in on the trend – from literary-themed escapes to curated in-room libraries – what’s clear is that reading is a key part of the travel experience.
Rachel Mumford, Travel Expert, KAYAK

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.

A narrow cobblestone street along old buildings towards a white church with a bell tower.

The Literary Hotel, Óbidos, Portugal

A bookworm’s dream, with over 65,000 books, literary-themed rooms, typewriters, wine and book pairings.

A wooden jetty on a pristine beach with yachts floating in the ocean.

Teranka, Formentera

A buzzy resort that’s oozing with cool creativity and is embracing the literary travel trend – hosting a series of literary salons this year.

A stately lighthouse stands sentinel beside an accompanying building, both overlooking the vast sea and enveloped by verdant trees.

Il Delfino, New South Wales, Australia

Recently launched, complete with an in-hotel library, it’s a book lover’s paradise.

A group of friends on tour alongside the lake look at the sixteen-armed statue atop an open temple.

The Library, Ko Samui

The clue is in the name – this hotel was designed to give guests an abundance of peaceful places to curl up with a good book.

Smiling woman sitting on a quay, with the Eiffel Tower and a large stone bridge over water in the background.

Le Pavillion des Lettres, Paris

A beautiful boutique hotel in the heart of Paris, where each of the 26 rooms is named after a letter of the alphabet and a corresponding author.

Ready to book your next trip?

KAYAK.ai can spark ideas for your next reading break by suggesting destinations that fit your reading style and travel goals, making it easy to book a trip that leaves you inspired long after you’re home.

Try prompts like ‘Find me a hotel with an incredible library in Paris’ or ‘Suggest a destination perfect for a reading retreat’.

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.