Agent Diary: Christmas travel no longer has to look the same for everyone

Happy new year! I spent Christmas tucked away in a stone cottage in beautiful Derbyshire with family, surrounded by rolling hills, crisp mornings and walking boots that barely had time to dry out between outings. It was simple, grounding and wholesome – and in many ways it reflected one of the strongest shifts we’re seeing in travel right now.

Specialist holidays, particularly walking and activity-led breaks, are no longer niche. They’ve become a genuine first choice for couples, families and multi-generational groups looking for something meaningful. Whether it’s a guided walking holiday with a specialist operator such as Ramblers Worldwide or a self-led UK break with maps, muddy boots and a cosy base to return to, the appeal is clear. 

Balancing act

Our Derbyshire days were active but not exhausting, restorative rather than rushed. That balance is something we hear customers asking for more and more, even if they don’t always describe it in those words. The trip inspired us to book another walking break, this time in Norfolk at Easter. It also reinforced something I feel strongly about: the UK is a truly beautiful destination, and I don’t think we promote it enough. 

At the same time, Christmas itself gave me pause for thought. I really loved the festive period, but it also highlighted just how commercial and expensive it has become. The pressure to host, to travel between homes, to buy, spend and perform can sometimes overshadow the joy of the time itself. It made me think about simplicity and how powerful that idea has become in travel.

The image that kept coming back to me was the complete opposite of excess: a simple beach dress, minimal make-up, barefoot walks along the sand, drinking fresh coconut water under the sun. No schedules, no expectations, just space to breathe. It’s easy to see why that version of Christmas is becoming more appealing, particularly for customers who want rest rather than routine.

I’ve never been interested in travelling over Christmas, so it’s not something we’ve promoted in our shop. But this year, it felt impossible to ignore. Busy airports, a sky full of planes, packed trains, suitcases in hand and the odd sight of shorts in December all hinted that plenty of people had already chosen a very different kind of Christmas.

Festive travel

What this really comes down to is choice. Christmas travel no longer has to look the same for everyone. For some, it will still mean winter walks, cottages and cosy evenings in the UK. For others, it might mean sunshine, simplicity and switching off completely. 

For the travel industry, this feels like a moment worth paying attention to. UK specialist breaks continue to meet the needs of customers looking for value, experience and ease, while long‑haul festive travel is becoming increasingly appealing to those craving rest over routine.

My Derbyshire Christmas reminded me that travel doesn’t need to be far-flung to be powerful. But as I look out at the frost this morning, next year I might well opt to spend Christmas with sand between my toes.

Trade forges friends for life

When we opened our shop eight years ago, I felt honoured to be invited to join the Yorkshire Focus Group – local independent agents who trust, support and look out for one another. This Christmas, we had a wonderful celebration together, sharing memories, enjoying Greek food and drinking some very good wine. It was one of those moments that quietly reminds you how far you’ve come. 

Sitting around the table, it struck me how lucky we are to have these people as part of our journey. The travel industry can be challenging, fast-paced and ever-changing, but it also gives us something very special – the chance to build genuine relationships and make lifelong friends. And for that, I’m truly grateful.