Bath has always balanced heritage with modern living. Known for its Georgian architecture, Roman history, and refined cultural scene, the city is increasingly becoming a hub for evolving lifestyle trends - from wellness-focused travel and slow living to sustainable shopping and flexible work lifestyles.
For residents, visitors, and property owners alike, understanding these lifestyle shifts is key to staying relevant in a city where expectations are changing rapidly. Whether you’re exploring Bath for a weekend or managing a short-term rental, aligning with current lifestyle trends helps create experiences that truly resonate with today’s travellers.
Here’s a closer look at the lifestyle movements shaping Bath right now - and how they’re influencing how people live, work, and travel in this iconic UK destination.
The Rise of Slow Living and Mindful Travel
One of the strongest lifestyle trends influencing Bath is the move toward slow, intentional travel. Visitors are no longer rushing through packed sightseeing itineraries. Instead, they’re choosing longer stays focused on relaxation, wellbeing, and authentic local experiences.
Bath naturally lends itself to this shift. Walkable streets, independent cafés, and scenic countryside encourage visitors to slow down and immerse themselves in the environment.
Popular slow-living activities include:
- Morning walks along the River Avon and the Kennet & Avon Canal
- Extended café visits in neighbourhood areas rather than tourist hotspots
- Local artisan shopping instead of high-street retail
- Cultural experiences such as galleries, bookshops, and live music evenings
For property owners, this trend means guests increasingly value comfort and atmosphere over sheer location - cosy interiors, natural light, and peaceful surroundings now matter more than ever.
Wellness Experiences Are Driving Travel Choices
Wellness tourism continues to grow across the UK, and Bath sits at the centre of this movement thanks to its historic spa culture.
Modern travellers are prioritising experiences that help them recharge physically and mentally. The popularity of destinations like the Thermae Bath Spa reflects a wider shift toward self-care-focused trips.
Current wellness trends in Bath include:
- Thermal spa visits and rooftop pool experiences
- Yoga and pilates studios offering drop-in classes for visitors
- Outdoor walking routes combining nature and fitness
- Plant-based dining and health-conscious menus
Guests increasingly look for accommodation that complements these experiences - think calming interiors, quality bedding, quiet workspaces, and access to green spaces.
The Growth of Remote Work and “Workations”
Flexible working has permanently changed travel behaviour. Bath has become a popular destination for professionals blending work and leisure, often referred to as workations.
With direct rail links to London and strong digital infrastructure, the city attracts remote workers seeking inspiration without sacrificing productivity.
What remote-working guests typically want:
- Fast and reliable Wi-Fi
- Dedicated workspace areas
- Comfortable long-stay accommodation
- Walkable access to cafés and coworking-friendly spaces
This trend has extended average booking lengths and created demand outside traditional holiday seasons - a major opportunity for property owners working with professional management services like Pass the Keys, which help optimise listings for longer stays and business travellers.
Sustainability Is No Longer Optional
Sustainable living has shifted from a niche interest to a mainstream expectation. Visitors are increasingly conscious of their environmental impact and actively seek eco-friendly experiences.
In Bath, sustainability trends include:
- Supporting independent local businesses
- Refillable beauty and household shops
- Low-waste cafés and seasonal menus
- Walking and cycling instead of car travel
Accommodation choices are also influenced by sustainability. Guests notice:
- Energy-efficient lighting
- Recycling facilities
- Locally sourced toiletries
- Durable, quality furnishings rather than disposable décor
Hosts who demonstrate environmental awareness often see stronger guest reviews and repeat bookings.
The Return of Local Experiences and Community Culture
Travellers are moving away from generic tourism and toward community-led experiences. Bath’s thriving independent culture makes it ideal for this trend.
Visitors increasingly seek:
- Farmers’ markets and artisan food producers
- Independent bookstores and creative studios
- Local festivals and seasonal events
- Food experiences centred around regional produce
Neighbourhood exploration - particularly areas slightly outside the main tourist centre - is becoming more popular as guests look for authenticity rather than crowded attractions.
For hosts, offering personalised local recommendations has become a key differentiator. Guests value insider knowledge that helps them experience Bath like a local.
Design Trends Influencing Accommodation
Lifestyle shifts are also shaping interior design expectations within short-term rentals.
Current guest preferences lean toward:
- Warm, neutral colour palettes
- Natural materials like wood, linen, and stone
- Minimal clutter with thoughtful décor
- Boutique-hotel styling rather than traditional holiday rentals
Bath’s Georgian architecture pairs naturally with contemporary, calming interiors - creating spaces that feel both historic and modern.
Professional management companies such as Pass the Keys help owners adapt properties to evolving guest expectations by advising on styling, amenities, and presentation that improve both bookings and reviews.
Food, Coffee, and Social Dining Trends
Bath’s food scene continues to evolve alongside lifestyle trends. Dining is increasingly experience-driven rather than purely functional.
Key trends include:
- Specialty coffee culture and independent cafés
- Seasonal tasting menus and locally sourced ingredients
- Brunch-focused social dining
- Vegetarian and plant-forward menus
Visitors now plan trips around culinary experiences, making proximity to vibrant dining areas a growing advantage for short-term rentals.
Why Lifestyle Trends Matter for Property Owners in Bath
Lifestyle changes directly influence booking behaviour. Today’s guests are choosing accommodation that supports how they want to live during their stay - not just where they sleep.
Owners who adapt to trends benefit from:
- Higher occupancy rates
- Longer average stays
- Improved guest satisfaction
- Stronger reviews and repeat bookings
Pass the Keys supports Bath property owners by combining local expertise with data-driven pricing, guest communication, and professional management - ensuring homes stay aligned with evolving travel expectations.
Conclusion: Bath’s Lifestyle Evolution Is Creating New Opportunities
Bath remains rooted in history, but its lifestyle trends reflect a city moving confidently into the future. Wellness travel, remote working, sustainability, and authentic local experiences are reshaping how visitors engage with the destination.
For travellers, this means richer, more meaningful stays. For property owners, it presents a clear opportunity: adapt to modern lifestyle expectations or risk being left behind.
By partnering with Pass the Keys, Bath homeowners can stay ahead of these trends - offering guests experiences that feel current, comfortable, and uniquely connected to the city’s evolving way of life.
FAQs
Why is Bath popular for lifestyle-focused travel?
Bath combines heritage, wellness experiences, walkability, and a strong independent culture, making it ideal for slow travel and wellbeing-focused trips.
What amenities do modern travellers expect in Bath accommodation?
Fast Wi-Fi, comfortable workspaces, stylish interiors, eco-conscious features, and personalised local recommendations are increasingly important.
Are longer stays becoming more common in Bath?
Yes. Remote work and flexible travel have increased mid-week and extended bookings, particularly among professionals combining work and leisure.
How can property owners keep up with lifestyle trends?
Regular property updates, thoughtful amenities, and professional management support - such as services provided by Pass the Keys - help ensure listings remain competitive and appealing to modern guests.