Digital detox: Brits ditch screens for in-person experiences this summer

• Brits are responding to increasing digital overload by embracing a fresh wave of human-led experiences, rooted in community, authenticity and intimacy 
• Mastercard’s latest Experience Economy Report shows travel, food trips and live events are the nation’s top leisure priorities as summer approaches
• Data from the MEI* reveals share of spending on experiences (excl. travel) grew to 23.3% last year, overtaking discretionary retail spending (22.7%)
• 9 in 10 (88%) consumers are happy to cut spending on ‘things’ this year, such as tech (32%) and streaming (26%), to take part in more experiences
• This extends to planning an experience too, with 2 in 3 (60%) preferring human recommendations to those offered by an algorithm
• Community is also key, with 2 in 3 (61%) preferring experiences that directly support local communities or businesses

London, May 7, 2026: 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.

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

The study, created with Trend Hunter, shows two in three (60%) 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%) are prioritising in-person experiences this year to balance out time spent online.

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

The same number (62%) 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%) Brits are willing to dial back spending on ‘things’ this year if it allows them to take part in more lived experiences; something 71% of Brits say are now more important than ever.

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

Spending data from the Mastercard Economics Institute¹ reinforces this. UK consumers’ share of spending on experiences (excluding travel) grew to 23.3% last year, from 22.3% in 2024, moving ahead of discretionary retail spending (22.7%).

Natalia Lechmanova, Chief Economist, Europe, at the Mastercard Economics Institute, comments: “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%) is the top choice for experience-hungry Brits this summer, followed by food-related activities (69%) and live events (66%).

Top 10 experiences UK consumers want to do more this summer

1.      Travel and tourism (78%)

2.      Food-related experiences (69%)

3.      Live events (66%)

4.      Film-related experiences (65%)

5.      Historical or heritage experiences (64%)

6.      Theatre performances (62%)

7.      Art exhibitions or cultural events (61%)

8.      Wellness and health‑related experiences (61%)

9.      Family‑oriented experiences (59%)

10.   Outdoor experiences (59%)

Four in five (84%) 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%), while millennials are the keenest on communal activities (65%). Overall, the lure of a new experience is felt most strongly by those aged 35–44, with three-quarters (73%) planning to try one this year.

The trends shaping the summer and beyond

Mastercard’s Experience Economy Report, created with the world’s largest trend platform Trend Hunter, highlights six key trends that show how the experience economy has evolved in 2026:

·        Analogue Escapism – Consumers consciously choosing unplugged experiences like vinyl listening bars or events focused on still photography not smartphones.

·        Common Ground – Communities connecting through shared passions in spaces where they may have previously felt unwelcome, ranging from groups for queer women to bond over football, through to swim clubs.

·        Communal Coping – People gathering to tackle the challenges of modern life together, from dad meet-ups to discuss how to style their daughters’ hair to group screaming workshops to release inner rage.

·        Conscious Connection – The quick catch-up with a friend is being overtaken by focused quality time. People are building intimacy through a shared experience, like overnight sleeper train journeys or philosophy-themed supper clubs that provoke deeper conversations.

·        Halcyon Days – The thirst for nostalgic experiences is accelerating, as consumers go further to capture that “good old days” vibe. This applies even if they didn’t experience them first time around, with excitement for gigs by former teen idols and social media’s “2016 millennial optimism” trend.

·        Indie Everything – As mainstream culture becomes ever more polished, consumers are increasingly celebrating independence as proof of authenticity. Second-hand fashion and DIY gigs are getting a new lease of life, while travellers are looking more than ever for untouched destinations.

Courtney Scharf, Futurist at Trend Hunter comments: “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%) are seeking more nostalgia-based experiences this year, with 71% expecting to participate in an experience that revives past cultural moments, a trend supercharged by last year's record-breaking Oasis reunion tour in the UK and Ireland.

The small business opportunity

The trend towards more intimate and personal activities presents an opportunity for small businesses. Two thirds of Brits (68%) spend money more freely when out enjoying an experience, and 61% are happy to pay more for activities that will benefit their local area or enterprises.

More than half of consumers (53%) say they will consciously look to book activities through SMEs, which is no surprise given half of respondents (54%) associate SMEs with providing higher quality experiences. Indeed, 57% say they would use local businesses more often if they offered experiences as gifts.

Priceless.com all summer long

This summer, Mastercard’s experience platform, Priceless.com, is offering a whole host of unforgettable experiences exclusively for cardholders in the UK.  Discover the new immersive exhibition See In Other Worlds at The Barbican. Have a feast with access to the Taste of London food festival. Visit Royal Portrush and two other courses in Northern Ireland on an unforgettable golf getaway.

ENDS

Methodology

Mastercard partnered with British Polling Council member 3Gem to interview 27,000 respondents across 28 countries in February 2026. The fieldwork was re-run in the UK between 21.04 and 27.04 (a sample of 2,000 respondents) to better reflect consumer behaviour considering recent inflationary pressures.

The wider survey sampled 27,000 respondents across 28 countries, including Austria, Belgium, France, Germany, Italy, Poland, Spain, UK, Bulgaria, Croatia, Cyprus, Czechia, Denmark, Finland, Greece, Hungary, Ireland, Israel, Netherlands, Norway, Portugal, Romania, Serbia, Slovakia, Slovenia, Sweden, Switzerland and Ukraine.

¹ Aggregated and anonymized transaction data

Note to editors 

Mastercard is a longstanding partner to dozens of Europe’s most renowned entertainment and sports institutions and events, including the BRIT Awards, McLaren Mastercard Formula 1 Team, the UEFA Champions League, Roland Garros, Festival de Cannes, Berlinale Film Festival, The Open Championship and hundreds of Live Nation concerts across multiple European markets.