Britain’s wellness landscape is shifting away from traditional spa memberships toward a more affordable, outdoor experience. A recent survey of over 1,000 UK adults found that one in nine people are trying hot‑and‑cold contrast therapy this year, and many are doing it in a field rather than a clinic.
Contrast therapy moves outdoors
Contrast therapy—alternating between hot water immersion and cold exposure—has been marketed for the past two years as a premium, appointment‑only spa service, with some clinics charging more than £150 per session. The new data shows the practice has become the most‑cited wellness trend among Britons in 2026, surpassing at‑home recovery technology, red‑light therapy and circadian‑rhythm optimisation.
Travel costs drive staycations
At the same time, a separate survey commissioned by National Rail indicates that more than 25 million UK adults are forgoing holidays abroad this year. Nearly half (48 %) of respondents ruled out foreign travel, citing the cost of living (33 %) and travel disruption (34 %) as primary reasons. Another report from holidaycottages.co.uk notes that 61 % of adults are now more likely to choose a staycation than they were last year.
Glamping with hot tubs fills the gap
Glamping With Hot Tubs, a company that connects travellers with outdoor accommodations featuring hot‑tub facilities, says the two trends are colliding. Customers who cannot justify a spa membership or an overseas trip are instead booking weekend glamping breaks that provide the same hot‑and‑cold ritual at a fraction of the price.
“People have been sold contrast therapy as something you book into a clinic for,” said Tom Armstrong, owner of Glamping With Hot Tubs. “But you don’t need a converted Victorian bathhouse to feel the benefit. Our guests get the same hot and cold ritual with a lot more sky above them, and they’re not paying spa prices to get it. That’s exactly why 2026 has been our busiest year yet.”
Industry impact
Industry analysis supports the shift. Wellness amenities such as hot tubs are reported to raise average daily rates by 15‑30 % and occupancy by 10‑15 % at UK accommodation sites. The broader UK glamping market is projected to grow 8‑11 % annually through 2033, with analysts estimating the sector will be worth £480 million by 2030. Wellness amenities are identified as the primary driver of that growth.
Commentators note that contrast therapy has moved from a social‑media trend to a mainstream expectation this year, no longer confined to luxury spa add‑ons.
What this means for consumers
For Britons weighing a spa day, an overseas flight, or a weekend outdoors, the numbers suggest an increasing number are opting for the field. The combination of rising wellness costs, tighter household budgets, and a desire for staycation experiences appears to be reshaping how the public accesses health‑focused recreation.
Original reporting: KTBS 3 (Shreveport) — read the source article.
