As ‘always-on’ devices and AI become an ever-growing part of our lives, Brits are planning to log off and live more this summer, diving into an emerging trend for human-led experiences.

Mastercard’s Experience Economy Report explores the plans of more than 27,000 people across the continent ahead of the summer season. It reveals a growing appetite to break free from algorithms and digital overload in favour of leisure moments based around community, authenticity and intimacy.

The study, created with Trend Hunter, shows two in three (60 per cent) UK consumers are now consciously seeking human recommendations over those provided by algorithms when planning their days out. While a further two in three (65 per cent) are prioritising in-person experiences this year to balance out time spent online.

In a world where screens compete for attention, two in three Brits (62 per cent) are planning to attend digital detox or ‘analogue escapism’ events where smartphones and other connected technology are discouraged or prohibited.

The same number (62 per cent) are gathering for ‘communal coping’ events – from repair cafes to fem rage art experiences – as an outlet for the pressures of modern life.

This trend is reflected in consumer spending behaviour. Amid broader financial challenges, nine in ten (88 per cent) Brits are willing to dial back spending on ‘things’ this year if it allows them to take part in more lived experiences; something 71 per cent of Brits say are now more important than ever.

There’s a technology trend here too, with one in three (32 per cent) willing to spend less on technology and gadgets, and one in four (26 per cent) happy to cut back on streaming services, to afford more leisure activities.

Spending data from the Mastercard Economics Institute reinforces this. UK consumers’ share of spending on experiences (excluding travel) grew to 23.3 per cent last year, from 22.3 per cent in 2024, moving ahead of discretionary retail spending (22.7 per cent).

Natalia Lechmanova, Chief Economist, Europe, at the Mastercard Economics Institute, commented: “We’re witnessing a significant shift across Europe as consumers reshape their priorities and the balance of their leisure time. Our findings point to something deeper than changing habits. As the pull of the digital world intensifies, they reflect a growing appetite for quality over quantity experiences, anchored in human connection. Whether it’s live events, cultural pursuits or activities discovered through a personal recommendation, people are leaning into moments that bring them together and leave a lasting impression.”

Mastercard’s analysis shows travel and tourism (78 per cent) is the top choice for experience-hungry Brits this summer, followed by food-related activities (69 per cent) and live events (66 per cent).

Top 10 experiences UK consumers want to do more this summer

1. Travel and tourism (78 per cent)

2. Food-related experiences (69 per cent)

3. Live events (66 per cent)

4. Film-related experiences (65 per cent)

5. Historical or heritage experiences (64 per cent)

6. Theatre performances (62 per cent)

7. Art exhibitions or cultural events (61 per cent)

8. Wellness and health‑related experiences (61 per cent)

9. Family‑oriented experiences (59 per cent)

10. Outdoor experiences (59 per cent)

Four in five (84 per cent) people aged over 65 believe experiences deliver the best life memories, the highest of any age group, and other generations are heeding that advice. Gen Z is most likely to chase front-row access to their favourite events (68 per cent), while millennials are the keenest on communal activities (65 per cent). Overall, the lure of a new experience is felt most strongly by those aged 35–44, with three-quarters (73 per cent) planning to try one this year.

Courtney Scharf, Futurist at Trend Hunter, commented: “The UK is embracing the human touch when it comes to experiences this summer, but this isn’t a rejection of technology. Consumers are adopting automation for the efficiency it brings to work and everyday life, while increasingly balancing this out by spending their leisure time in ways that feel distinctly human. The more pervasive AI becomes and the more of our lives we spend online, the more valuable those personal experiences are.  AI can deliver great insights in a split second, but it cannot recreate the chemistry of people sharing a space, or the unpredictability of a live moment. People are filling their social time more intentionally – choosing live music over streaming, communal activities over solo scrolling, and deeper connections over quick catch-ups. 2026 will be remembered as the year consumers rediscovered what only the real world can offer.”

Among trends like sauna raves and live-action jousting role-plays, the report reveals nostalgia is playing an increasingly significant role in the experience economy. Half of Brits (50 per cent) are seeking more nostalgia-based experiences this year, with 71 per cent expecting to participate in an experience that revives past cultural moments, a trend supercharged by last year’s record-breaking Oasis reunion tour (pictured).