It’s the busiest time of the year in the salons, and maybe you don’t have time to start making 2026 travel plans, but indulge me. I love including travel content on our site and our socials because the beauty industry is filled with globe trotters.
And with all the amazing, exotic locations in the world to travel, I find myself pulled to return to certain places, one of them being the UK. Blame it on the BBC (British Broadcasting Company), blame it on a lifetime of reading English Literature, or maybe I won’t assign blame but will instead indulge myself by planning some UK travel.
The towers of York Minster in York, England
Rabbie’s, the award-winning small-group tour operator known for its personalized travel experiences, is encouraging me with its recent 2026 travel trends release, based on guest data and early booking intel, insights from its team, as well as developments on the ground when it comes to rising destinations. The company, which has been in operation for 30 years, has a varied roster of single day and multi-night offerings exploring iconic landmarks and hidden gems across the UK and Europe with 16 or fewer passengers.
Here’s what Rabbies is predicting for 2026 travel…
“Set Jetting” and Literary Tourism Aren’t Going Anywhere. They’re Growing: Travelers are choosing their trips thanks to cultural influences ranging from television and films to classic and modern literature. For example, Rabbie’s offers both single day and four-day tours themed around the popular book series and show Outlander including filming sites – many led by driver/guides who were actual extras on the show. One day tours were up 31 percent in 2025 from the previous year, while the Rabbie’s four day tour rose a whopping 36 percent and is one of the company’s top 5 sellers.
“We get Outlander fans from all over the world. On a typical Outlander tour, most people who come are experts, having not only watched the TV series but also read all the books,” said Jim Divine, a Rabbie’s driver-guide. The eighth and final season of Outlander will premiere on March 6, 2026, ensuring even more bookings for those eager to keep the show’s storyline going in real life.
From atop the castle in Edinburgh, Scotland.
Rabbie’s has also included additional stops at Harry Potter filming sites, in anticipation of the upcoming HBO series and surging interest from fans. The company also cites increasing popularity in Jane Austen’s England, driving bookings for both day tours and bespoke private tours.
Private Tours Are Way Up: Proving the Power and Growth of the High Net Worth Travel Segment: Private tours have consistently seen the strongest percentage growth for Rabbie’s over the past few years. The previous two years alone saw a 46 percent growth in this segment, showing that luxury travel and high net worth individuals are continuing to drive interest and travel to the UK, Ireland, and Europe, with American travelers making up most of those bookings. “2025 has been a phenomenal year for private tours, with 2026 set to be our biggest year yet with investment in a private tours fleet, systems and additional team members to support that growth,” said Rabbie’s Head of Commercial Shaun McLenaghan.
York Is Having a Moment: We hear a lot about “second cities” and Americans choosing less obvious home bases to live like a local, far away from the tourist hot spots. Rather than base out of London, many travelers are choosing to set up stays in York with its medieval charm, walkable city center, and new higher-end hotel offerings paired with ambitious railway upgrades for comfort and safety.
The beautiful Yorkshire Dales.
“Rail connectivity in particular (under two hours from London and 2.5 hours from Edinburgh) makes York a low-friction, popular third spot to include in travelers’ UK itineraries,” said Rabbie’s Strategic Head of Operations Euan Hunter. Rabbie’s has responded to this interest in York by adding several new tours based out of the city for 2026, including The Heart of the Yorkshire Dales and Tales of Wild Yorkshire Moors & Whitby.
“One thing that never goes out of style and is always trending at Rabbie’s is flexibility,” sums up Rabbie’s CEO Hazel Rickett, who started with the company as a driver-guide. “Those booking a small group tour still want a sense of ownership and destiny. Although every itinerary has key places and attractions we visit, our driver-guides can choose a more scenic route, offer an alternative, and show local highlights which may not be on the itinerary. And as travelers in 2026, we know that flexibility and change – the ability to listen and respond to our guests’ desires – is more important than ever.”
About Rabbie’s
Founded in 1993, Rabbie’s operates award-winning small-group tours throughout the UK and Europe, offering travelers authentic, sustainable, and flexible experiences that go beyond the guidebooks. Its expert driver-guides share insider secrets and stories that aren’t documented in guidebooks. Rabbie’s comfortable mini coaches takes curious travelers off the beaten path to uncover local stories, hidden gems, and unforgettable memories. For more information visit www.rabbies.com.
