Inside the rise of ‘bookcations’, as literary retreats to fantastical villages, paradise beaches and cosy old libraries bring in millions of views on social media
As travel continues to boom online, an increasing number of TikTokkers have been vlogging their ‘bookcations’: holidays centred entirely around reading.
Popularised by TikTok book club accounts, the idea of a ‘bookcation’ or ‘book retreat’ has been catching on, with videos accumulating millions of views. And while the locations may vary – small English villages, romantic Mediterranean cities, or fairytale woodlands – the core objective remains the same: to eat delicious food in beautiful locations, all with a great book in hand.
Given the recent popularity boost in reading, largely thanks to the virality of BookTok, it’s perhaps not too much of a surprise that this holiday is catching on. The hashtag has over 64 million posts, while, according to TikTok Shop research, book sales were up 375% in 2024 compared to 2023.
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The trend is being matched by travel data, too. According to research from KAYAK, nearly half (43%) of Brits admit they have picked a holiday destination based on their intention to read and learn – rising to three in five Millennials (60%) and over half (57%) of Gen Z.
Interestingly, while fiction is still the go-to for many holiday readers, over a quarter of Brits now say they read more non-fiction on holiday than in recent years. In many cases, this has led to a new outlook or mindset, inspired a new hobby, or even pushed readers to go for a promotion.
book retreats
Rachel Mumford, UK travel expert at KAYAK, says: “Rather than switching off entirely, a growing number of people are now planning their getaways with reading and learning in mind. We’re seeing a real shift away from pure escapism towards purposeful or ‘active rest’, with reading playing a central role in this evolving holiday mindset.
“Even hotels are leaning in on the trend – from literary-themed escapes to curated in-room libraries – what’s clear is that reading is a key part of the travel experience.”
So, wondering where to go? Travel experts from KAYAK have spotlighted some reader-friendly hotels in must-visit destinations across the world that are offering guests the ideal book retreat.
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