Britain's leading wellness trend for 2026 is shifting from traditional spas to outdoor glamping sites, according to a report published August 22. New data indicates that one in nine Brits are practicing hot and cold contrast therapy this year, often in fields rather than treatment rooms.
Contrast therapy, which involves alternating between cold exposure and hot water immersion, has been a premium spa treatment for the past two years. However, a wellness survey of over 1,000 UK adults found that hot and cold water therapy is now the most cited wellness trend for 2026, surpassing red light therapy and circadian rhythm optimisation.
This trend coincides with a shift in travel habits. According to a survey of 2,000 Britons commissioned by National Rail, more than 25 million UK adults are skipping holidays abroad this year. Nearly half of those surveyed cited travel disruption and the cost of living as reasons for ruling out foreign travel. Additionally, a Travel Trends Report from holidaycottages.co.uk noted that 61% of UK adults are more likely to choose a staycations than they were last year.
Glamping With Hot Tubs stated that the two trends are colliding, as travelers seeking affordable wellness alternatives book hot tub glamping breaks. Tom Armstrong, owner of Glamping With Hot Tubs, said that guests are receiving the same hot and cold ritual as they would in a clinic but with more sky above them and at a lower price point. He noted that 2026 has been the company's busiest year yet.
Industry analysis shows that wellness amenities like hot tubs can increase occupancy by 10-15% and average daily rates by 15-30% at UK accommodation sites. The UK glamping market is forecast to grow by 8-11% annually through 2033, with analysts predicting the market could be worth 480 million by 2030.
The move toward outdoor wellness reflects a broader mainstreaming of contrast therapy. While home saunas and cold plunge pools have become popular garden additions in 2026, they often require significant upfront investment compared to glamping options.
