The newly released Trends for 2026 from VisitScotland highlight a clear shift in visitor behaviour – one that plays directly to the strengths of Scotland’s self-catering sector.
While visitors continue to prioritise travel, they are increasingly looking for experiences that feel meaningful, flexible and rooted in local communities. From multigenerational breaks and outdoor adventures to food-led travel and wellness experiences, self-catering operators are exceptionally well positioned to respond.
Below, we explore the key trends for 2026 and what they mean in practice for self-catering businesses.
Give and Break
Visitors care about the environment, but perceptions of sustainability now goes beyond “green”. Increasingly, it’s about supporting local communities and economies.
Research shows that 73% of visitors want their spending to benefit locals. For self-caterers, this presents a powerful opportunity to collaborate with nearby businesses, artisans, producers and attractions, and to tell those stories clearly through marketing and guest communications.
Simple actions such as recommending local cafés, farm shops, galleries or guides help visitors feel their stay is contributing positively to the area, while strengthening local economies.
Athleisure: Travel Driven by Fitness and Hobbies
Travel linked to fitness and personal challenges continues to grow. From running and cycling to swimming and strength-based events, visitors are increasingly travelling to take part in – or train for – sporting activities.
Social fitness events such as 10Ks, cycle races, Hyrox and CrossFit competitions can be the main reason for a trip, a secondary activity, or inspiration for a future visit. Highlighting local and national events, as well as the facilities you offer – secure bike storage, drying rooms, flexible arrival times, or hearty breakfasts nearby – can make your property especially appealing to active guests.
Augment Your Experience
Augmented reality and gamification use interactivity to create a sense of fun during the visitor journey and are high drivers of engagement.
When utilised effectively, gamification techniques can build loyalty and increase visitor engagement.
Augmented reality tools can be used to encourage responsible behaviour by overlaying relevant information in-destination, such as awareness of eco-friendly practices.
BYOB – Bring Your Own Budget
With confidence fluctuating, visitors are looking for budget flexibility. While travel remains a priority, people want control over how much they spend once they arrive.
Self-catering accommodation naturally supports this trend. Guests can choose when to self-cook, when to eat out, and which experiences to prioritise. Promoting nearby free or low-cost activities and attractions alongside premium experiences allows visitors to tailor their stay – and encourages bookings from a wider audience.
Adventure Luxe: Comfort Meets the Great Outdoors
The traditional ideals of luxury holiday relaxation and comfort are expanding into transformative enriching outdoor experiences.
Scotland’s outdoor offering – from sea swimming and kayaking to hiking and wildlife experiences – makes it an ideal destination for this market. Self-catering properties that highlight high-quality interiors, scenic locations, outdoor access and local adventure providers can tap into the growing appetite for “adventure luxe”.
Holiday Helpers
With the cost of living continuing to influence decisions, grandparents are increasingly holidaying with grandchildren, particularly during school holidays.
Self-catering accommodation is uniquely suited to this market, offering space, flexibility and a home-from-home feel. Clearly communicating child-friendly features, nearby attractions suitable for different ages, and safe outdoor spaces can help capture this growing audience.
Scran Seekers
A key element of immersing yourself in another culture when travelling is through sampling the local cuisine.
While visitors have been drawn to destinations for their foodie offerings for many years, food tourism has seen a boom with social media and the rise of the content creator.
Self-caterers can add real value by highlighting where to buy great local produce, from farm shops and fishmongers to bakeries and convenience stores stocking regional favourites. For many guests, cooking with local ingredients is a key part of the holiday experience.
Enduring Trend: Water Wellness
Water-based wellness remains a strong and enduring trend. Visitors are seeking therapeutic outdoor experiences, including hot and cold water immersion, lochs, seas, rivers and watersports.
With more freshwater and coastline than any other UK nation, Scotland is perfectly placed to meet this demand. Self-caterers near water can highlight access to safe swimming spots, watersports or simply peaceful waterside settings – supported by clear water safety guidance to help visitors enjoy these experiences responsibly and with confidence.
Enduring Trend: Set-Jetting Plus
Film and TV continue to inspire travel, with visitors keen to explore locations they’ve seen on screen – and the wider culture and heritage around them.
Popular productions such as The Traitors, Outlander and Guillermo del Toro’s Frankenstein are driving interest well beyond the filming locations themselves. If your property is near a recognisable site, or within an area associated with a production, make sure this is visible in your marketing.
Making the Most of 2026
Across all these trends, one message is clear: flexibility, authenticity and local connection matter more than ever.
Self-caterers are already used to adapting – from shorter stays and later bookings to changing travel patterns throughout the year. By sharpening marketing, collaborating locally and clearly communicating what makes your place special, the sector is exceptionally well placed to thrive in 2026 and beyond.
View the trends paper here
