New research from Tourism Tasmania reveals a notable shift in British traveller behaviour, with digital fatigue and “always-on” culture increasingly influencing how consumers define and value their holidays.
The study, conducted by 3Gem Media Group among 2,000 UK holidaymakers, suggests that traditional holidays are increasingly failing to deliver a true sense of escape, as work, social media and online expectations continue to follow travellers while abroad. As a result, tech-free disconnection is emerging as a key driver of destination and accommodation choice, with implications for travel product development, positioning and pricing.
Despite 88% of respondents actively trying to disconnect while on holiday, two in five (41%) say their screen time actually increases, equivalent to 16.7 million British travellers. More than half (51%) report that social media has made holidays feel like work, while the same proportion admit their phones have detracted from important travel moments through distraction or pressure to remain connected.
The findings indicate a broader recalibration of what constitutes value in a holiday, with disconnection increasingly positioned as a premium attribute rather than a compromise. Nearly six in ten (58%) respondents describe the ability to fully switch off as a status symbol, while 83% identify peace and quiet as the most luxurious element of a break, overtaking more traditional hotel amenities. Over half (51%) define a proper holiday as one where they cannot be contacted, and more than a third (37%) would choose to forgo Wi-Fi in favour of other aspects of the experience.
This shift is also influencing consumer spending behaviour. More than two in five (43%) British holidaymakers say they would be willing to pay more for destinations or accommodation that offer limited or no connectivity, with respondents indicating they would pay up to £32.50 extra per night for a tech-free environment. At the same time, 42% rank remote, nature-led destinations as the most appealing option for achieving a true digital reset.
The data highlights a growing opportunity for the travel trade to respond to evolving consumer demand by rethinking how experiences are designed, packaged and sold. There is increasing appetite for remote, low-density destinations, smaller group travel, experience-led itineraries and accommodation that prioritises space, immersion and simplicity over connectivity and technology.
Within this context, Tasmania is well positioned to meet these changing expectations. As Australia’s only island state, its geographic separation, extensive protected landscapes and low visitor density provide an inherent sense of distance from the pace and pressures of everyday life. More than half the island is protected in national parks and reserves, with a World Heritage-listed wilderness covering over 20% of its landmass. Across parts of the island, limited mobile coverage and low population density mean that disconnection is often a natural feature of the experience rather than something that needs to be engineered.
Tourism Tasmania CEO Sarah Kingston Clark says Tasmania offers a true sense of escape, inviting travellers to “come down for air”, disconnect from the pressures of everyday life and experience the kind of holiday they’re really seeking.
“British travellers are telling us that holidays don’t feel like a proper break anymore when the pressure to be online follows them everywhere they go. When people say social media is making holidays feel like work, and that being unreachable is now the marker of a ‘real’ escape, it points to a deeper shift in how many of us are wanting to travel.
“What’s changing for many is the role holidays play. For a long time, they’ve been about doing more, seeing more, sharing more – but that constant layer of connectivity means many travellers never truly switch off. What we’re seeing now is a growing desire to step out of that cycle altogether, and to spend time in places where there’s less noise, less connectivity, and fewer expectations.
“That’s why Tasmania is resonating with so many people right now. Being an island set apart from mainland Australia, there’s a natural sense of distance from the pace and noise of the rest of the world – and with it, a very different kind of holiday experience. Travellers can step away from devices, avoid large queues and crowds, and immerse themselves in remarkably pristine nature, while still enjoying easy access to world-class food and drink, distinctive arts and culture, and a vibrant calendar of events – often all within close reach.”
“If travellers want to stay connected, they absolutely can – but if they’re looking to properly switch off, it tends to happen quite naturally here. And for many people, it’s not really about disconnecting for the sake of it – it’s about feeling present again, slowing down and reconnecting with what matters. For British travellers in particular, that’s increasingly what they’re looking to get out of a holiday.”
Tourism Tasmania continues to work with trade partners to showcase a range of bookable experiences aligned to this trend, including off-grid accommodation, guided wilderness experiences and multi-day walking itineraries designed to support slower, more immersive travel.
For more information and trade resources, visit www.tourismtasmania.com.au
