Holidaymaker survey shows R&R is top priority, and Munro-bagging has been swapped for waterside adventures

Holidays are back with a bang in 2022, but most of us are putting relaxation ahead of adventure on our summer staycations, and have swapped mountains for lochs and coasts, a survey has revealed.

Leading Scottish hotel group Crerar Hotels has seen a boom in summer bookings, with trends indicating what holidaymakers are truly looking for this season. And while pandemic breaks have been characterised by hillwalking and hiking, top of this year’s wish list are waterside locations and R&R.

70% of respondents in Crerar Hotels’ summer holiday survey* said they were opting for a waterside escape, with 30% choosing countryside or mountain locations. And a whopping 81% said relaxation was their top priority, with spa facilities hugely popular.

Crerar has also reported that customisation and personalisation are key to holidaymakers, in line with industry stats revealing that 86 per cent of customers say personalisation plays a key role in purchase decisions**, and also ranks among the top hospitality trends of 2022 and beyond***.

The hotel group, which has seven four- and five-star hotels and inns across Scotland’s most awe-inspiring locations, has responded to this demand for customisation with an online dedicated quiz and ‘I Choose’ campaign which helps travellers to tailor a break that’s perfect for them, whether it’s an adventure-filled holiday or a relaxing spa weekend.

Crerar Hotels offers guests the chance to fill out a preference form ahead of their stay to allow people to personalise their trip, with 80 per cent of guests taking advantage of this service.

Chris Wayne-Wills, CEO of Crerar Hotels, said:

“We’ve definitely noticed a shift this summer towards a ‘post pandemic’ phase of travel, where priorities have shifted, and relaxation is key. We’ve also seen a trend for longer stays, with the duration of bookings almost doubling, suggesting travellers are keen to make the most of their holidays and have a proper, well-deserved break.

“It’s really interesting to see so many people opting for waterside breaks, again tying into the theme of calm and relaxation. There’s no doubt that people are looking to relax and recharge this summer.

“Our ‘I Choose’ campaign really taps into the continuing demand for personalisation, which remains strong. Since the pandemic, we have missed out on many holidays and getaways so now that we can all make up for lost time, it’s important that we offer something to suit a wide range of needs.”

Of those survey respondents looking to stay by the water, boat trips were particularly appealing to 42%, with the Oban Bay Hotel and Isle of Mull Hotel & Spa offering the perfect chance for both. 

47% of survey respondents enjoy visiting castles and distilleries, perhaps warranting a stay at Crerar Hotels’ newly launched Balmoral Arms in Royal Deeside where The Queen’s Scottish residence, Balmoral Castle, is located. Or travellers could opt for the idyllic Glencoe Inn or traditional Thainstone House in Inverurie which both have historic castles nearby and distilleries to enjoy a tour and tipple.

For those in search of total relaxation and rejuvenation, Loch Fyne Hotel & Spa and Golf View Hotel & Spa have both recently undergone impressive refurbishments of their spa facilities with Shore Spa and Coast Spa now open to hotel guests and those looking to pamper themselves in a luxury setting with remarkable views. 

For more information visit and discover summer offers from £80 per person for a two-night stay with dinner, bed and breakfast. 

* Survey of 500 people carried out by Crerar Hotels.

** Research and infographic from Kahuna, more information here 

*** Research and infographic from Kahuna, more information here 

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