Holidaymakers are flocking to Scotland’s highlands and islands for holiday let bookings in 2026 so far, analysis from Sykes Holiday Cottages has revealed.
Based on forward bookings data for 2026, the region has climbed from 10th place last year to the top of the rankings when measured by average bookings per property,
Northumberland ranks second, up from sixth place in 2025, while Scotland dominates the upper end of the table more broadly, with Southern Scotland and Central Scotland taking third and fourth place respectively.
James Shaw, chief commercial officer at Sykes Holiday Cottages, said: “What this data shows is how holidaymaker preferences are evolving, with places like the Highlands and Islands and Northumberland now among the most popular destinations for 2026.
“More people are choosing quieter locations, outdoor experiences and destinations that offer strong value, which is helping demand spread beyond some of the traditional hotspots.
“Strong forward bookings for 2026 show that holidaymakers are continuing to plan UK breaks with confidence, and for owners in these areas, sustained popularity creates a positive backdrop as they look ahead to the year.”
Cumbria and the Lake District sit in fifth position, followed by North Wales, the Yorkshire Dales, Cornwall, Dorset and the Peak District, which complete the top ten regions based on bookings per property for 2026 so far.
The findings point to a continued shift in demand towards rural and affordable destinations, as holidaymakers seek quieter locations and access to outdoor space. While established markets such as Cornwall and Dorset remain popular, regions offering greater availability and perceived value are proving increasingly popular.
With several of the regions featured having also seen heightened regulation of short-term lets, including licensing schemes, council tax changes and planning restrictions, strong forward bookings for 2026 will come as welcome news for owners looking to maximise occupancy and revenues.