The Highlands and Islands have become the UK's most popular region for holiday let bookings in 2026, climbing from 10th place last year to claim the top spot based on average bookings per property.
Analysis from Sykes Holiday Cottages, based on forward bookings data, reveals a significant shift in where holidaymakers choose to stay. Northumberland ranked second, rising from sixth place in 2025, while Scotland dominates the upper rankings more broadly. Southern Scotland and Central Scotland took third and fourth place respectively.
Cumbria and the Lake District sit in fifth position, followed by North Wales, the Yorkshire Dales, Cornwall, Dorset and the Peak District, which complete the top ten regions.
The findings point to continued demand for rural and affordable destinations as holidaymakers seek quieter locations and outdoor space. Established markets such as Cornwall and Dorset remain popular, but regions offering greater availability and perceived value are proving increasingly attractive.
Strong forward bookings for 2026 will come as welcome news for owners in regions that have faced heightened regulation of short-term lets, including licensing schemes, council tax changes and planning restrictions. The data suggests these measures have not dampened demand in affected areas.
Scotland's four regions in the top ten represent a notable concentration of booking activity. The Highlands and Islands' leap from 10th to first place marks the most dramatic shift in the rankings, reflecting growing appetite for remote destinations with access to natural landscapes.
"What this data shows is how holidaymaker preferences are evolving, with places like the Highlands and Islands and Northumberland now among the most popular destinations for 2026," said James Shaw, chief commercial officer at Sykes Holiday Cottages. "More people are choosing quieter locations, outdoor experiences and destinations that offer strong value, which is helping demand spread beyond some of the traditional hotspots."
Traditional hotspots, including Cornwall and Dorset, have slipped in relative terms when measured by bookings per property, though both regions remain in the top ten. The shift suggests holidaymakers are diversifying their choices rather than abandoning established destinations entirely.
North Wales and the Yorkshire Dales, ranking sixth and seventh respectively, demonstrate sustained appeal for regions combining scenic landscapes with accessibility from major population centres. The Peak District rounds out the top ten, maintaining its position as a popular choice for short breaks.
"Strong forward bookings for 2026 show that holidaymakers are continuing to plan UK breaks with confidence, and for owners in these areas, sustained popularity creates a positive backdrop as they look ahead to the year," Shaw added.
The rankings measure average bookings per property rather than total booking volumes, meaning smaller regions with high occupancy rates can rank above larger markets. This methodology highlights where individual properties are performing most strongly relative to local supply.
Most popular locations for holiday let bookings in 2026:
1: Highlands and Islands
2: Northumberland
3: Southern Scotland
4: Central Scotland
5: Cumbria and the Lake District
6: North Wales
7: Yorkshire Dales
8: Cornwall
9: Dorset
10: Peak District
