Gloucestershire has been named in the top five UK holiday destinations. Travel trends recorded by Plum Guide during January-March had Gloucestershire fifth on the list of the most popular locations. While London remains the most popular, there has been a surge in demand for travel to the countryside. Plum Guide's analysis states: "When it comes to popular UK holiday destinations, London is the clear favourite with Plum Guide customers (what a surprise...), with Devon and Cornwall completing the top three. Oxfordshire, Gloucestershire and Somerset are also among customers’ favourites. The most popular UK holiday destinations "When deciding which location to commit to, the most important factor for UK holidayers is driving distance, while many want to stay on the coast and be promised privacy.