- More than half of Brits have made major life decisions while on holiday
- Nine in ten return home motivated to make positive lifestyle change
- Aviva research reveals five distinct holiday wellbeing personalities
New research from Aviva’s private health insurance business1 reveals five distinct holiday personalities and the different wellbeing boosts that holidaymakers look for from their break away.
Some holidaymakers prioritise catching up on sleep, while for others time away gives them the opportunity to embrace new experiences, find the space to reflect, or spend quality time with loved ones.
For each personality, holidays give them the opportunity to step back from daily routines and focus on their wellbeing, with many returning home motivated to make positive lifestyle changes to keep the holiday glow going.
Nearly three quarters (72%) of UK holidaymakers say they use time away to think about their health, wellbeing or lifestyle.
Nearly three quarters (72%) of UK holidaymakers say they use time away to think about their health, wellbeing or lifestyle, while almost nine in ten (89%) return home feeling inspired to make positive changes. More than half (52%) have even used holiday downtime to make major life decisions, from starting a health journey and changing careers to reassessing relationships and planning for the future.
The impact often extends well beyond the trip itself. Almost two thirds (63%) say holidays inspire them to prioritise their mental wellbeing, while more than half (57%) feel motivated to improve their physical health after returning home.
Although many people return from holiday feeling healthier, happier and inspired to make positive changes, they're not all looking for the same thing from a break.
So, what are Brits really looking for when they book a break?
For each personality type, holidays provide an opportunity to step away from everyday routines and focus on what matters most to their wellbeing.
The five holiday wellbeing personalities:
| Personality Type | % of Brits | Holiday goal | Key wellbeing goal |
|---|---|---|---|
| The Re-setter | 32% | Seeking rest, recovery and relief from everyday pressures, Re-setters use holidays to switch off, catch up on sleep and return feeling refreshed. | Better rest, improved sleep and protection from burnout. |
| The Connector
| 26% | Holidays are all about relationships. Quality time with family and friends is the priority, helping strengthen social connections and create lasting memories. | Making more time for family and friends. |
| The Explorer | 17% | Driven by curiosity and adventure, Explorers seek new experiences, outdoor activities and opportunities to stay active. | Maintaining an active lifestyle and keeping a sense of adventure alive at home. |
| The Reflector | 9% | Use holidays to gain perspective, reassess priorities and focus on their emotional wellbeing. | Reducing stress, protecting mental wellbeing and staying connected to what matters most. |
| The Balancer | 16% | Rather than focusing on one thing, Balancers seek a healthy mix of rest, activity, connection and exploration. | Creating a healthy balance between work, wellbeing, relationships and personal time. |
"The challenge is turning that holiday motivation into lasting habits. Small changes such as protecting time to rest, spending more time outdoors, staying active or making time for family and friends can have a meaningful impact on our wellbeing long after the holiday has ended.”
While motivation is strong, maintaining positive changes can be challenging once normal routines resume. Around four in five (83%) successfully maintain positive lifestyle changes at least some of the time, although only one in ten (10%) say the changes become permanent.
Dr Suba M, Medical Director at Aviva UK Health said:
“Most of us have come home from holiday promising ourselves that we'll be healthier, less stressed or spend more time doing the things we enjoy.
"What's striking is how many people use time away to think about their lives differently. For some, that means catching up on rest and recovery, while others gain energy from adventure, quality time with loved ones or the opportunity to reflect.
"The common thread is that holidays give us space to focus on our wellbeing and reconnect with what's important to us. It's encouraging to see so many people returning home inspired to make positive changes.
"The challenge is turning that holiday motivation into lasting habits. Small changes such as protecting time to rest, spending more time outdoors, staying active or making time for family and friends can have a meaningful impact on our wellbeing long after the holiday has ended.”
Footnotes
1 The research was conducted by Censuswide, among a sample of 2001 UK Respondents (national representative18+). The data was collected between 13.07.2026 - 15.07.2026. Censuswide is amember of the Market Research Society (MRS) and the British Polling Council(BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRSCode of Conduct and ESOMAR principles
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