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.
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:
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 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:
Guests increasingly look for accommodation that complements these experiences - think calming interiors, quality bedding, quiet workspaces, and access to green spaces.
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:
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.
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:
Accommodation choices are also influenced by sustainability. Guests notice:
Hosts who demonstrate environmental awareness often see stronger guest reviews and repeat bookings.
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:
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.
Lifestyle shifts are also shaping interior design expectations within short-term rentals.
Current guest preferences lean toward:
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.
Bath’s food scene continues to evolve alongside lifestyle trends. Dining is increasingly experience-driven rather than purely functional.
Key trends include:
Visitors now plan trips around culinary experiences, making proximity to vibrant dining areas a growing advantage for short-term rentals.
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:
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.
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.
Bath combines heritage, wellness experiences, walkability, and a strong independent culture, making it ideal for slow travel and wellbeing-focused trips.
Fast Wi-Fi, comfortable workspaces, stylish interiors, eco-conscious features, and personalised local recommendations are increasingly important.
Yes. Remote work and flexible travel have increased mid-week and extended bookings, particularly among professionals combining work and leisure.
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.