From career changes to starting families, Brits are making their most life-changing decisions whilst away on holiday, new research from loveholidays reveals. 

Research from the online travel agent has unveiled the extent to which holidays serve as a force for change, with two fifths (40 per cent) of Brits confessing that they’ve made a life-changing decision while away from home. 

Even more striking, over three fifths (64 per cent) of holidaymakers agree that a getaway can be ‘transformative’ when it comes to making important life choices. 

These aren't small tweaks to daily routine, they’re major life overhauls, with over a quarter (28 per cent) completely switching career tracks and more than one in five (22 per cent) making the big decision to start a family.

The transformative power of holidays extends further into our lives, with others deciding to start a new business (22 per cent), move house (22 per cent) or even end a relationship (21 per cent).

Working closely with loveholidays, psychologist Jo Hemmings said: “When we step away from our routines, something magical happens; we give ourselves the freedom to see clearly, think differently, and make decisions with a fresh perspective. 

“Many Brits believe that people are more honest with themselves when on holiday, indicating that it's not just about escaping the daily grind of life, but about creating the mental space where clarity emerges and challenging choices feel possible.

“Free from pressures, problems and distractions, people find themselves making career moves, relationship choices, and setting personal goals with newfound clarity.”

https://youtu.be/o7YbF-i6QLE 

The research uncovered that the secret to unlocking difficult decision-making away from home lies in the relaxation and rejuvenation that travel provides. More than half of travellers (58 per cent) attribute their clearer thinking to feeling more relaxed while on holiday, while a quarter (26 per cent) credit the glorious sunshine with providing the mental clarity they desperately need.

Jo Hemmings added: “It’s compelling to see how many of us consider holidays to be life-changing, a testament to their significance and the trust we place in them to transform the everyday.  

"Different destinations can offer different kinds of clarity. Whether it’s the relaxing nature of a luxury all inclusive, or the buzz of a bustling city, holidays help people step outside their usual mindset and return with a renewed sense of direction."

In terms of where in the world holidaymakers felt most free to think big, beach breaks emerged as the ultimate setting, inspiring 37 per cent of Brits. 22 per cent of Brits prefer luxury all inclusives, while the growing trend of solo travel also offers an ideal environment for self-discovery, with 21 per cent finding the most mental clarity when travelling independently.

Top 10 major life decisions made on holiday: 

1. Started a diet or lifestyle overhaul
2. Decided to change career
3. Signed up for something (e.g. gym, course, volunteering)
4. Decided to start a family
5. Planned to start a business
6. Bought property or decided to move
7. Ended a relationship
8. Quit your job
9. Spontaneous proposal
10. Decided to elope for your wedding

For more inspiring travel insights and to start planning your own transformative getaway, visit https://www.loveholidays.com/

ENDS

Methodology

loveholidays commissioned a survey of 2,000 UK holidaymakers via OnePoll in August 2025.

About loveholidays

Established in 2012, loveholidays is the UK and Ireland’s fastest growing and largest online travel agent. Having launched in the German market in May 2023, Austria in November 2024 and the Netherlands in June 2025, it is on a mission to open the world to everyone.

loveholidays prides itself on giving customers unlimited choice, unmatched ease and unmissable value when booking a holiday, making it the smart way to get away. It puts together a choice of 46,000 hotels and flights from all major airlines and airports in the UK, offering holidaymakers a trillion possible package holiday combinations, including the perfect one for them.

At the heart of the online travel agent’s proposition is its focus on making travel accessible to more people by offering an unrivalled choice of great value holidays. It caters to all budgets with options from one star to five star getaways, and offers customers flexible payment plans to enable customers to spread the cost.

In January 2024, loveholidays became the world’s first Ryanair-verified package holiday provider, making it easy for customers to take advantage of the airline’s low fares while benefiting from the protection a package getaway offers. It was voted Nation's Favourite: Most Loved Holiday Company at the 2023 Travolution Awards, Ireland’s Leading Online Travel Agency at the 2022, 2023 and 2024 World Travel Awards, and was named a Sunday Times Best Place to Work in 2023, 2024 and 2025.  www.loveholidays.com