Last Minute Holidays Spain

Over 1000 Britons were asked about their holiday behaviour.

“Are Britons different people on holiday?”

Kuoni Holiday Report 2011

For the 2011 report, Kuoni is looking to further understand their customers and asked 1015 British holidaymakers aged 25-65 about their behaviour while on holiday. Kuoni commissioned Opinion Matters to carry out independent research in November 2010 with a nationally representative panel that goes on a holiday abroad at least once every year.

When preparing for their holiday, women do the following:
h Buy new clothes (62%)
h Diet (36%)
h Exercise (30%)
h Manicure/pedicure (22%)
h Fake tan (15%)
h Change hairstyle (10%)
h Spa treatment (7%)

In contrast, a holiday also gives women an opportunity to dress up, which is often lacking in their everyday life. A quarter of women say that they dress more elegantly to go out at night when they are on holiday, 13% say they dress more formally and 12% dress more provocatively.
But the fashion opportunities don’t stop when we get back on home ground – particularly for women. One in five women wear white and wear less to show off their tan when they get back home, and a further 13% wear the clothes that they bought on holiday.

What’s more, 7% of Britons change their style altogether after a holiday, particularly those aged 25-34 (14%). It’s clear that women feel it is particularly important to look their best when they go on holiday, and are prepared to invest time and money to get the best results.

AGE & REGIONAL VARIATIONS

Older age groups are more likely to say that holidays don’t influence their clothing choices when they return home: 78% of those aged 55-65 say this.

People from Glasgow are most likely to wear clothes that remind them of their holiday when they return home (20%).
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The chill out factor of a holiday What women need more than anything else on holiday, is to wind down The inner journey

It’s amazing how a week or two away from home and work gives us time to reflect on our lives, reassess our priorities and devote time to doing the things that make us happy. Britons take time for life changing thoughts on holiday.

A holiday provides some vital time out for people to collect their thoughts and ponder their life and current situation. A third of participants say that they long for time to think and reflect when they are on holiday, with 31% saying that this gives them an opportunity to expand their horizons.

The opportunity to reconnect with people is important to 19% of Britons. This is felt very keenly by Londoners (22%) and people from Sheffield (30%), suggesting that life in these cities makes it difficult to dedicate enough quality time to relationships.

AGE & REGIONAL VARIATIONS

Younger people – who are presumably less drained by the pressures of life than older generations – are much more likely to crave adventure and excitement than any other age group (31%). This is also true of people who are single and childless (31%).

People who live in London share their enthusiasm (30%), perhaps because they are attracted to the frenetic pace of urban life and like to keep busy. We asked British holidaymakers to tell us about the benefits of a relaxing break and how their leisure time can enrich their lives.
The top five things which Britons hope for in a holiday are:

Rest and relaxation (71%)
Escape everyday problems (47%)
Peace (39%)
Rejuvenation/health (35%)
Relieve pressure (34%)

Women, in particular, crave rest and relaxation (75%) and peace (41%) – a desire which is shared by parents who are no doubt tired out by the demands of their children. 74% of couples with children long for rest and 41% of couples with children long for peace.
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AGE VARIATIONS

Rather more passive experiences, like seeing beautiful places and experiencing another country, tend to become more popular with age: 56% of those aged 25-34 want to see beautiful places, rising to 68% of those aged 55-65.

Younger age groups are more likely to be proactive in their desire to seek out fun (62%) and adventure (35%), while cultural and culinary experiences rate highly for people aged 55-65: over half (51%) of people in this age group hope to have cultural experiences and 50% hope for culinary pleasures.

So what kind of experiences are Britons looking for on holiday? It seems that Brits do have a wanderlust nature and appreciate what rich experiences that both cultures and sights in foreign countries can bring – and increasingly so as they progress in life.

The top five hoped-for holiday experiences are:
Seeing beautiful places (60%)
Experiencing another country (53%)
New experiences (52%)
Fun (52%)
Escape (45%)

Making up the sites Seeing beautiful places is the top of the wish list Expanding horizons & waistlines

Working up a sweat would be a killer, particularly on holiday Keeping some exercise regimes up while on holiday is desired but the reality
is that few manage to achieve it. Three in ten Brits manage to do the same amount of exercise on holiday as they do when they are at home. Men are slightly better at this than women: 35% manage to keep up with their fitness routine compared to 26% of women – and 23%
of women admit to doing less. However 23% of men and 24% of women say they do more exercise on holiday.

Older people also have a tendency to do more exercise when they are on holiday: over a third (37%) of those aged 55-65 say that they are more active than when they are at home.

Nevertheless, 21% of British holidaymakers don’t do any exercise at all, rising to 23% of women. Generally for Brits, the ideal holiday involves doing very little exercise.


Article Courtesy: http://www.kuoni.co.uk/sitecollectiondocuments/kuoni-holiday-report-2011.pdf
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