Britain's hoteliers, B&B owners and campsite hosts have been quietly sending their guests to some remarkable places for years — and now the rest of us get the insider brief. AA Media has launched The Great British Detour, a campaign built on recommendations from AA and VisitEngland-assessed accommodation providers, designed to turn the drive itself into part of the holiday rather than dead time between A and B.
The idea lands at a good moment. AA's own UK Leisure Travel research shows 48% of travellers want to see more of the UK, and 56% are now taking shorter, more frequent breaks. When asked what kind of trip they're planning, coastal escapes top the list at 55%, with countryside getaways close behind at 46%. In other words, plenty of people are out on the roads — the campaign just wants them to take the scenic fork.
The first 12 detours lean heavily into the kind of spots you'd miss by following satnav or the guidebook. There's a hidden beach on the Pembrokeshire coast and Scolt Head Island off Norfolk for the seaside crowd. Inland, the list covers the Rudston Monolith in East Yorkshire (Britain's tallest standing stone, if you're wondering), the Forest of Bowland in Lancashire, and Padley Gorge and Stanage Edge in the Peak District. Cornwall gets a look in with the Helford River, while Warwickshire contributes the Burton Dassett Hills. Whitby fans get something genuinely useful: a lesser-known approach road with standout views of the Abbey.
What makes the recommendations more than a listicle is the local knowledge attached to them. The participating accommodation owners passed on practical specifics — the best time of day to visit, quieter routes in, where to park and what each spot is like in different seasons. That's the difference between a screenshot of a place and actually knowing how to enjoy it.
The first 12 detours are live now via a dedicated hub on RatedTrips.com, with AA Media planning to add more over time. Businesses in hospitality and tourism can also pitch their own local gems to get involved.
For anyone planning a UK staycation this year, this is an easy way to add depth to a familiar route. It suits road-trippers, campervan owners and anyone doing the increasingly popular short-break thing who fancies stretching a four-hour drive into a full day with a hidden beach or a standing stone en route. Just don't blame us if you never quite make it to your original destination.
