The UK group holiday market is evolving fast. Based on search data, booking trends, and customer enquiries for 2026, we've identified the top trends shaping how groups plan their getaways this year. Whether you're organising a hen party, family reunion, or milestone birthday, these trends will help you choose a property and experience that matches what today's groups are looking for.
Trend 1: Hot Tub Manors Are the Most In-Demand Properties
The humble hot tub has evolved from a nice-to-have into the single most requested group house feature in 2026. But groups aren't just looking for any hot tub — they're after properties that combine a hot tub with a premium manor house experience: plenty of acreage, high-end interiors, and enough space for the full group to gather both inside and out. The search term "hot tub manor" has seen a 200% increase in enquiries compared to last year, and these properties consistently book first. Browse hot tub group houses to see current availability.
Trend 2: Private Chef Experiences Are Booming
In 2026, groups want more than self-catering. The private chef experience has become the most-booked added extra for group stays, particularly for hen parties, milestone birthdays, and family reunions. A private chef dinner eliminates the stress of cooking for 16+ people, creates a memorable shared experience, and lets everyone relax and enjoy the evening together. The trend is toward multi-course dining experiences with locally sourced ingredients. See our private chef options or read about hiring a chef for hen parties.
Trend 3: Multi-Generational Family Holidays Are Surging
More groups than ever are booking family reunions that span three generations — grandparents, parents, and children — under one roof. These groups look for properties with ground-floor bedrooms for elderly guests, enclosed gardens for children, and enough separation between living areas so that different generations can enjoy their own pace. The demand for multi-generational-friendly family reunion houses has grown significantly. For tips on choosing the right property, read our multi-generational guide.
Trend 4: Eco-Friendly and Sustainable Group Stays
Sustainability is becoming a genuine booking consideration for UK group travellers in 2026. Groups are actively searching for properties with solar panels, EV charging points, sustainable heating, locally sourced welcome hampers, and eco-friendly toiletries. Properties that can demonstrate genuine environmental credentials are seeing higher booking rates, particularly among family groups and corporate retreats. Read our eco-friendly group holiday guide and EV charging guide for more details.
Trend 5: Midweek and Extended Stays Are Increasing
While the Friday-to-Sunday weekend remains the most popular booking pattern, midweek and extended stays (Thursday to Monday or Monday to Friday) are growing in popularity. Remote and hybrid working has given groups more flexibility — some book a Monday–Friday stay where members work remotely during the day and socialise in the evenings. Midweek stays are typically 30–50% cheaper than weekends, making them increasingly attractive for budget-conscious groups.
Trend 6: Destination Diversification Beyond the Cotswolds
The Cotswolds remains the UK's most popular group destination, but 2026 is seeing significant growth in enquiries for alternative destinations. Yorkshire, the Peak District, and the Northumberland coast are attracting groups looking for better value, fewer crowds, and equally stunning settings. The Lake District continues to grow in popularity, while Cornwall and Devon remain strong summer choices. For value-focused groups, Yorkshire and the Peak District offer 20–40% savings compared to the Cotswolds. Browse all destinations to compare.
Trend 7: Cinema Rooms and Entertainment Spaces
Dedicated entertainment spaces are a major booking driver in 2026. Groups are specifically searching for houses with cinema rooms, games rooms with pool tables, and indoor entertainment areas that work for all weather. These features add significant value for groups planning evening entertainment, particularly for birthday celebrations and corporate retreats. Our cinema room guide has more details on what to look for.
Trend 8: Activity-Focused Group Getaways
Groups in 2026 want more than just a house — they want an experience. Activity-focused bookings are rising, with groups choosing destinations and properties based on what they can do rather than just where they sleep. Walking weekends in the Lake District or Peak District, surfing trips to Cornwall, creative retreats, and cookery weekends are all seeing strong growth. For summer-specific ideas, read our summer activities guide.
Trend 9: Last-Minute Bookings Are Getting Smarter
Rather than a sign of disorganisation, last-minute bookings in 2026 are increasingly strategic. Savvy groups are monitoring availability 2–4 weeks ahead for premium properties, negotiating directly with owners, and securing luxury houses at 20–40% discounts. The key is flexibility — groups willing to consider any destination or any weekend are finding the best deals. See our last-minute booking guide for strategies and tips.
Trend 10: Dog-Friendly Is No Longer Optional
In 2026, dog-friendly group houses are no longer a niche category — they're a necessity for many groups. A significant portion of group bookers now filter exclusively for pet-friendly properties, and the proportion of groups bringing dogs continues to rise. Properties that advertise clear dog policies (welcome, number allowed, any restrictions) and provide dog-friendly amenities (enclosed gardens, dog beds, feeding bowls) are seeing higher booking conversion rates. Browse dog-friendly group houses for available options.
What These Trends Mean for Your 2026 Group Holiday
Whether you're planning a hen party, milestone birthday, family reunion, or just a getaway with friends, these trends point to one clear message: groups in 2026 want more than just a place to sleep. They want experiences, quality amenities, and properties that offer something memorable. When choosing your group house, prioritise the features that matter most to your group — whether that's a hot tub, private chef access, entertainment spaces, or a dog-friendly garden — and book early for the most popular properties and destinations.
Start planning your 2026 group getaway: browse all group properties or explore UK destinations to find the perfect house for your group.
Frequently Asked Questions
Hot tubs remain the single most requested feature, with 'hot tub manor' searches up 200% year on year. Groups want premium manor house experiences combined with outdoor relaxation.
Yes — private chef dining is the most-booked added extra in 2026, particularly for hen parties, birthdays, and family reunions. It eliminates cooking stress and creates a memorable shared dining experience.
The Cotswolds remains most popular, but Yorkshire, the Peak District, and Northumberland are seeing significant growth. These destinations offer 20–40% savings compared to the Cotswolds with equally stunning settings.
Yes — midweek and extended stays (Thursday to Monday) are growing in popularity, enabled by remote and hybrid working. Midweek stays are 30–50% cheaper than weekends, making them increasingly attractive.
Cinema rooms, games rooms with pool tables, and indoor entertainment areas are major booking drivers. Groups want properties that offer dedicated spaces for evening entertainment regardless of weather.
Sustainability is a growing booking consideration. Properties with solar panels, EV charging, and eco-friendly credentials are seeing higher booking rates, particularly among family groups and corporate retreats.
Yes — dog-friendly is no longer optional for many groups. A significant portion of bookers now filter exclusively for pet-friendly properties, and this trend continues to grow in 2026.
Last-minute bookings (2–4 weeks ahead) can secure 20–40% discounts on premium properties. Flexibility on destination and dates is key. Consider midweek stays for 30–50% savings compared to weekends.
