Rail travel, once viewed primarily as a sustainable alternative to flying, is increasingly being chosen for the journey itself, according to Lemongrass Marketing’s 2027 Travel Trend Report.
Between airport congestion, security queues and stressful connections, air travel has lost some of its appeal, the report suggests. Trains, meanwhile, “offer comfort, flexibility, scenery, and a stronger connection to the places in between”.
Lemongrass cites Belmond’s Britannic Explorer and La Dolce Vita Orient Express as examples of trains that make the journey part of the holiday rather than simply a means of getting from A to B.
Britannic Explorer, which launched in July 2025, offers three-night itineraries from London to Cornwall, Wales and the Lake District, with off-train excursions included. Its regional routes illustrate how rail holidays can combine the onboard experience with time exploring destinations along the way.
The UK marketing company says rail’s appeal reflects a broader shift in how sustainability is perceived. “The most sustainable option increasingly wins, not because it is morally superior, but because it delivers the better overall experience.”
“For rail operators and slow travel providers, this marks an important turning point: You’re no longer the alternative; you’re increasingly becoming the first choice,” Lemongrass notes.
Another benefit: Regional destinations stand to benefit as travellers embrace slower, multi-stop journeys and discover places they might otherwise have passed through.