New research* from Ambassador Cruise Line has revealed that Brits are increasingly on a mission to relive their youth, with nearly two-thirds (64%) seeing travel as the perfect way to hit rewind and more than a third (38%) already planning a nostalgia-led trip – or ‘nostalgication’ – in 2026.
Far from being about escapism or longing for the past, the findings suggest nostalgications are rooted in reflection and reconnection. For many, it is about revisiting the ‘good old days’ and the moments that shaped them, with memories sparked by nostalgic travel most commonly associated with feelings of gratitude (39%), rising to 43% among Baby Boomers, alongside joy (29%) and relaxation (29%).
So, what exactly is a nostalgication? At its heart, it is travel with emotional intent – returning to familiar places, reliving formative holidays or immersing yourself in the music, culture and experiences that bring memories flooding back. Rather than chasing novelty, nostalgications are about meaning, memory and personal connection.
While Baby Boomers are most likely to associate nostalgications with revisiting long-held memories and familiar destinations, younger generations are engaging with the trend in subtly different ways. Almost a quarter (24%) of Gen Z say nostalgications make them feel proud of how far they have come, while 31% associate them with a sense of freedom. The contrast highlights a shared emotional thread across generations: whether reflecting on decades of lived experience or a shorter personal journey so far, nostalgications offer a chance to pause, reflect and reconnect with what matters most to the individual.
It is no surprise then that Brits are willing to go the extra mile for a trip down memory lane. An overwhelming 86% say they would happily pack their bags for a nostalgication, with 31% opting for a UK destination, 33% heading elsewhere in Europe and 22% even jetting off to another continent. Among those already planning a nostalgication in 2026, the biggest draws include revisiting childhood or family holiday destinations (40%), enjoying nostalgic music or themed experiences (32%) and returning to places they enjoyed a holiday in as children (32%).
The research was commissioned to better understand the emotional drivers behind nostalgia-led travel as Ambassador, in partnership with Boom Radio, launch One More Dream – a nationwide search giving a band or artist from the 60s or 70s generation the chance to finally step into the spotlight. The initiative taps directly into the same sentiments highlighted in the research, celebrating music, memories and the idea that it is never too late to fulfil a lifelong ambition (see ‘notes to editors’).
Gordon Nardini, Chief Marketing Officer at Ambassador Cruise Line, said:
“Nostalgications speak to something deeply human. For some, they are about revisiting the places and moments that shaped a lifetime; for others, they are about recognising how far their journey has already taken them. What unites both is a desire to reconnect with meaningful memories, music and experiences.
Initiatives like ‘One More Dream’ capture that perfectly, bringing people together through shared stories and allowing those moments to be relived and celebrated in a very real and joyful way.”
