Almost nine in 10 British holidaymakers say they want to switch off from their phones while travelling yet very few actually manage to do so.
The study found that while 88% of UK travellers intend to disconnect on holiday, just 8% fully manage to do so. Nearly a third (27%) admit they spend more than two hours a day on their phones while away.
The findings coincide with Flash Pack’s new wellness concept for solo travellers in their 30s, 40s and 50s, called The — Pause.
Traditional wellness is losing its appeal
The research highlights a growing mismatch between travellers’ desire to restore and rejuvenate and the types of wellness holidays currently on offer.
While 77% of Brits say they go on holiday to switch off and recharge, more than a third (37%) are not considering spa or wilderness-style wellness breaks. A quarter (26%) describe spa-focused retreats as repetitive or uninspiring, and only 13% associate mindfulness and meditation with genuine wellbeing.
Wellness terminology itself appears to be losing traction. Around 65% of respondents said they feel disengaged by common buzzwords, including mindfulness (30%), meditation (25%), yoga (21%) and even the term “wellness” (23%).
Instead, travellers are increasingly seeking more active and socially driven ways to restore.
More than half (56%) said they crave experiences that push them out of their comfort zone in order to mentally reset. Activities of interest include skydiving (21%), extreme temperature exposure (10%) and travelling with strangers (10%).
Extreme-style wellbeing experiences are also gaining traction, with 54% expressing interest in options such as plant-based ceremonies and cryotherapy. Older Millennials (76%) and younger Gen X travellers (71%) showed the strongest appetite.
Despite widespread concern about screen time, behavioural change remains limited.
A third (33%) admit they feel guilty about excessive scrolling on holiday, and 16% say being away from their phone would help them feel truly restored. Yet almost half (46%) still view phone-free activities as “extreme”, rising to 58% among those in their late 30s and early 40s.
Connection becomes central to wellbeing
Flash Pack’s data suggests that adventure and social interaction are becoming more important wellbeing drivers than solitude.
More than a quarter (28%) say adventure is key to positive emotional wellbeing while travelling, while half (49%) actively crave new experiences.
Social connection is also rising up the agenda. Two in five (42%) say connecting with others helps them feel restored, and 51% report their most restorative holidays were those where they felt part of a group. Some 42% would be more likely to book a wellness trip specifically designed to build connections with like-minded travellers.
Lee Thompson, Co-founder and CMO of Flash Pack, said: “We know that Brits aren’t feeling restored by traditional wellness getaways anymore. Constant phone use is a major source of stress, and spa-led retreats often fail to deliver meaningful connection or long-term mental reset.
“The — Pause collection is designed to answer that. Wellness is changing, and travellers are looking for a blend of restoration and adventur, like combining abseiling down a mountain with intimate cleansing rituals and plant-based healing, all with the chance to connect with like-minded solo travellers.”
