More UK men are actively seeking holidays that provide specialist wellbeing services, according to new research from InsureandGo. The proportion of men prioritising wellbeing on holiday has risen from 47% to 54% in just one year, highlighting a growing cultural shift in attitudes toward mental health and self-care.
Overall, 55% of adults now say they would consider holidays or hotels that offer targeted wellbeing services, with younger travellers and parents particularly likely to seek these experiences. Nearly eight in ten under-25s (79%) say access to wellbeing services is important when booking a trip, while 72% of adults with children look for these offerings, compared to 44% of adults without children.
Londoners express the highest demand for specialist wellbeing services (76%), but interest is also rising across the South East, South West, East Midlands, East of England and the North West, all regions where the majority of holidaymakers say they are now looking for specific health and wellbeing services from the holidays they book this year.
The top health and wellbeing services holidaymakers are most likely to look for this year when booking their holidays abroad include: meditation classes (20%) , gym sessions (18%), stress management courses (17%), sleep support (16%) and diet-focused guidance (15%) — reflecting a desire to counteract the pressures of daily life and return home feeling healthier and more resilient. Men (20%) choose gym or running slightly ahead of meditation (19%) and stress management (18%).
Commenting on the findings, Garry Nelson, Head of Corporate Affairs at InsureandGo said: “For many people, holidays abroad present a vital opportunity to focus on mental and physical wellbeing, and to deliver a reset or a rebalance on their stressful lives at home. It’s also encouraging to see more men recognising that taking time for themselves isn’t selfish, it’s essential for long-term health and resilience.”
“The new InsureandGo findings suggest that holidays are increasingly being used as a tool to reset physically and mentally. At InsureandGo we specialise in helping to protect people when they are abroad, and we make the process of buying the right travel cover easy and hassle-free, so it’s one less thing to worry about when people are having that much-need wellbeing reset on holiday.”
Regions where there is a year-on-year upturn in the percentage of adults that would look at for specific health and wellbeing services when on holiday
|
|
January 2026 |
January 2025 |
|
London |
77% |
72% |
|
North West |
57% |
53% |
|
East Anglia |
55% |
45% |
|
East Midlands |
53% |
46% |
|
South East |
50% |
45% |
|
South West |
50% |
46% |
|
Scotland |
45% |
42% |
The specific health and wellbeing services that people would opt for then on holiday abroad this year
|
UK national average |
Male |
Female |
|
|
Pilates or yoga |
13% |
11% |
16% |
|
Gym/Running |
18% |
20% |
16% |
|
Sleep therapy |
16% |
16% |
16% |
|
Crystal healing or alternative therapies |
7% |
6% |
8% |
|
Therapy/Counselling |
9% |
9% |
9% |
|
Life coaching |
7% |
7% |
6% |
|
Meditation or mindfulness |
20% |
19% |
22% |
|
Diet/Heathy eating lessons |
15% |
15% |
14% |
|
Stress management |
17% |
18% |
17% |
|
Net percentage that would look for wellbeing services on holiday |
55% |
54% |
55% |