Holidays ange your life

it’s official :

Kuoni Holiday

Report 2010

Survey Results (6–21) Kuoni’s Top Destinations (22–23)

Since 1906, our knowledge and experience has helped us win many awards. We have been voted the World’s Leading Tour Operator at the World Travel Awards for 11 years in a row. In 2009 The Daily Telegraph’s Ultratravel voted us Britain’s Best Large Tour Operator and The Sunday Times Travel Readers’ Awards voted us Favourite Tour Operator for a Family Holiday. In addition, we’ve been Britain’s Best Longhaul Tour Operator for the past 28 years, as voted by travel agents.

Instead of simply gathering pure statistics on travel destinations and spending trends, we asked questions of a more personal and searching nature to understand the psychology of what actually happens on a holiday. For example, why and how holidays affect relationships, what people talk about on a holiday, what decisions are made about the future, how holidays can aid life-changing decisions, how destinations can have an effect on behaviour, the role social networking and mobile technology plays on a holiday, the impact of the recession on attitudes to holidays, where holidays fit in a broad list of lifestyle needs, and ultimately, why holidays are so important to us all.

The results are outlined over the following pages. It is clear to see how the simple concept of a holiday, a break from normality, is such a powerful catalyst for change in so many ways and in so many lives.

Kuoni commissioned Opinion Matters to carry out independent research in November 2009 with a nationally representative panel. 2,100 respondents, representative of the UK adult population, completed the survey.Published February 2010.

Contents

Awards

Survey background &

credentials

Survey Introduction & Executive Summary (3–5)

Changg places

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After months stuck in the office you’ve finally managed to get away. You find yourself in the lap of luxury, reaping at least some of the rewards of all that hard work. But now you’re on holiday, without the stresses of your daily routine, what exactly is on your mind? For a lot of people there seem to be two hot topics of conversation to have while away:

And if you’re a high earner, you may have a healthy bank balance but you have the unhealthiest life balance! For those on a higher household income (£65,001 to £75,000) these majorities were particularly telling, with 70% saying they discuss their work/life balance, and 58% saying they discuss getting fitter/healthier while on holiday.

But are those topics of holiday conversation just fantasy or do they turn into action on returning home? If just over a third of married couples talk about saving money on holiday how many actually manage to do it? Incredibly, the survey shows that over one third of them (34%) manage to actually start saving when they get home. Similarly, 70% of high earners (£65,001 to £75,000) discuss changing their work/life balance while on holiday, and a whopping 45% of them manage to smuggle those good intentions past customs.

Overall, a massive 54% of the entire sample took action once home, based on discussions surrounding work, family, relationships or property while on holiday.

Holidays: time to make vital decisionsEveryone knows the benefits of a good holiday: getting away from it all and leaving your work worries behind, but two out of five people surveyed (40%) also thought

that holidays provide the vital quality time that allows us to discuss important matters, such as our current health, career changes, getting married and moving house. Over half of people (51%) with an annual household income between £65,001 to £75,000 thought that a holiday was the perfect place to stage a serious discussion.

The romance of a good holiday was also evident, with 32% of men, and 38% of women saying that holidays allow them to get reacquainted with their partners. Romance, then, isn’t dead; it has just gone on holiday!

Women, in general, appear to have more discussions than men while on holiday. Family issues, in particular, are more popular with women (44%) than men (37%), as are discussions about work (36% vs. 30% respectively) and discussing their relationship (34% vs. 26% respectively).

Discussing their love life on holiday was a particularly hot topic with young people (aged 20 to 24); according to the survey close to three fifths (57%) of them discuss it on holiday. However, the survey also revealed that people tend to discuss their love live less with age: two fifths (41%) of 25 to 34 year olds discussed their love lives on holiday, just over a quarter (27%) of 35 to 44 year olds, just under a quarter (24%) of 45 to 54 year olds and a meagre 16% of 55 to 64 year olds.

Home life just doesn’t cut itWhen asked to comment on whether they struggle to have life changing discussions at home, many people responded that their schedule is just too hectic. Typical responses included: h “Because the pair of us are so exhausted when we get home,

we tend to avoid these types of discussions. However, we both know that we have to talk about them at one time or another.”

h “Always coming and going, and juggling family life, leaves little time to discuss matters.”

h “After a long day/hard week at work, the last thing I have energy for would be a life changing discussion!”

h “Home life is too much routine. By the time the daily chores have come to an end, we just sit down and are too mentally jaded for any serious discussion.”

h “There is a definite lack of time when we’re at home. This means that when we do talk about life changing subjects it turns into too big an issue when it doesn’t really need to be. It is much more relaxed talking like this on holiday.”

1  their work/life balance (41%)2 getting fitter/healthier (39%)

It seems that holidays have the power to change lives.

Holidays aren’t just the experience of a lifetime, but life changing experiences!Many people commented that taking a holiday helps to clear the mind, and facilitates such conversations; that on holiday there are less distractions, which typically stop you from having these important conversations at home; that holidays give you the opportunity to spend quality time with your partner, and engage in life changing discussions.

Holidays make or break relationshipsAlmost three quarters of people agreed (74%) that “holidays can make or break relationships”. However, the older we get the more likely we are to disagree with this statement: for example, close to one in five people (19%) aged between 20 to 24 years old disagreed, yet this increased to almost one in three people (31%) aged over 65. In fact there is a consistent trend of increased disagreement throughout the age ranges. Absence might make the heart grow fonder, but age obviously makes it grow stronger.

Long haul or short haul?You’ve decided that it’s time to have that life changing conversation, you know that you’ll never have time at home since you both have such busy schedules and you’re going to book a holiday. So where do you go to have a life changing conversation with your partner? For just under a third of men (32%) there’s the lure of the stunning Australian outback with its boomerangs and kangaroos. The survey showed that two in five people (40%) aged between 20 to 24, and a further one in three (33%) aged between 25 to 34, consider the Caribbean and Mexico to be the places to head.

Australasia is far and away the most popular destination for people to have a life changing conversation when they’re about to start a family, according to the survey, with an enormous 39% of people saying that this is where they would go.

According to the survey, for younger holiday makers it is the anticipation of a getaway that encourages people to book early: for instance three in five (60%) of 20 to 24 year olds book their holiday early in order to be excited for longer, compared to only slightly over two in five (41%) over 65 year olds.

It would seem that the more money you earn, the more energy you burn, and the more you need a holiday. The survey exposed a trend between household income and the need to book a holiday to get away from work: 59% of people with a household income under £15,000 book a holiday to get away from work, compared to 67% with an income between £15,001 and £25,000, 69% between £25,001 and £35,000, 72% between £35,001 and £45,000 and a huge 80% between £45,001 and £55,000.

Recession-busting breaksWhile the recession may have affected businesses small and large across the world, the majority of people in the UK are unperturbed when it comes to getting away from it all, almost three quarters –

the vast majority – agreeing that “it is even more important to have a holiday during the recession”.

When asked why it is more important to holiday during the recession over two thirds (68%) of 55 to 64 year olds claimed that it was important to recharge their batteries. Over half (63%) of 35 to 44 year olds, claimed that a holiday was important during a recession in order to cheer themselves up. Similarly, 25 to 34 year olds feel that they are working harder during the recession, with two fifths (40%) saying that it is for this reason that they deserve a break.

Good news for airport shops; the findings of the survey showed that the majority of people (33%) were ready to start their holiday spending spree as soon as they hit the airport, with Londoners being the most likely (37%) to open their wallets at the airport. Over a third (34%) of the youngest demographic (20 to 24 year olds), however, are out spending the week before their holiday, presumably stocking up on all those holiday essentials. Still, with a whopping 45%, the demographic that were by far the most likely to start spending the week before their holiday were those about to start a family.

Just under a third (32%) of men, the survey revealed, are unable to go on holiday and not check the news and sports results. In other words, wherever you are in the world, approximately one in three men will still know the football results!

The lure of social networking also seems to be immune to holiday respite, at least if you’re aged 20 to 34, that is. Just fewer than one in five (19%) people within this age group said that they are unable to resist updating their social networking status while on holiday. More surprising still were those considering marriage: around a third of them (32%) were unable to endure a holiday without Facebook, twitter or other social networking sites.

Perhaps you’re not really on holiday unless everyone knows you’re on holiday.

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Gettg away from it all

The survey uncovered a general disposition in people to have serious, even life changing, discussions on holiday. But why not have these discussions at home?

The survey offered participants the opportunity to present their own answers, and there were some predictable patterns within the range of answers received. The most frequent answer given was that people are just too busy at home to engage in a life changing discussion.

Responses included:h “Because the pair of us are so exhausted when we get home, we

tend to avoid these types of discussions. However, we both know that we have to talk about them at one time or another.”

h “Always coming and going, and juggling family life, leaves little time to discuss matters.”

h “After a long day/hard week at work, the last thing I have energy for would be a life changing discussion!”

Another trend was that couples simply tend to avoid having important conversations at home.Responses to this effect included:h “I don’t think about the bigger picture

while at home so it is easier to stay in the ‘rut’ and not think about changing things.”

h “Because my partner buries his head in the sand.”

h “Far too busy trying to make ends meet to have dreams.”

h “Home life is too much routine. By the time the daily chores have come to an end, we just sit down and are too mentally jaded for any serious discussion.”

h “I suppose we just get stuck in a routine and avoid confronting things head on.”

There were, of course, a variety of other responses, without any particular theme. However, a significant number of respondents commented about holidays directly:h “No, it’s just easier on holiday, with less

distractions.”h “On holiday we relax, at home we bring

work home with us.”h “You are more relaxed on holiday and

your other half might be more receptive to listening.”

h “There is a definite lack of time when we’re at home. This means that when we do talk about life changing subjects it turns into too big an issue when it doesn’t really need to be. It is much more relaxed talking like this on holiday.”

Not only can holidays be fun, exciting, relaxing and interesting, they also appear to have a deep personal significance so they allow people to talk seriously and candidly about subjects that, for various reasons, they are unable to broach at home.

Day to day life is so busy that there is little time to stop and talk about important matters

“”

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What’s a holiday?

Why do we find that the conversations had while taking a break actually lead to life altering decisions?

for important discussions” (28%), and that “holidays reveal areas of my life which need change” (27%).

Holidays, it seems, are pilgrimages of self discovery, from which we return with nuggets of life changing wisdom and a newly transformed relationship in tow.

additional points of interest:h Of all the demographics, the over 65’s agreed most (17%) that

holidays allowed them to reconnect with their origins and history (compared, for instance, to only 12% of 35 to 44 year olds).

h The younger generation (20 to 24 year olds) are the most likely (23%) to discuss those uncomfortable topics that they usually avoid at home while on holiday.

h Although men are more likely to act on conversations they have had while on holiday, it is the women who see the importance of a holiday for these discussions (24% of women feel that holidays provide the suitable environments for important life discussions vs. 20% of men).

Allows us to take a little quality time to discuss important matters

According to the survey, the majority of people think holidays:

The survey exposed an interesting ‘love life’ trend: younger generations, those aged 20 to 24, were much more likely (42%) to say that a holiday allowed them to fan the flames of love. They are three times more likely to agree with the statement “holidays help to reignite my love life” than the over 65s (13%). No wonder they were the age range to have been most likely to discuss spicing up their love lives. Agreeing that a holiday can reignite a love life steadily decreases as we age (35% of 25 to 34 year olds, 25% of 35 to 44 year olds, 27% of 45 to 54 year olds and 23% of 55 to 64 year olds).

The 25 to 34 year olds, it would appear, feel most strongly about the hidden benefits of a holiday. Of all the age ranges they are the most likely to agree that “holidays allow me to become reacquainted with my partner” (42%), “holidays inspire me to make important decisions about my life” (32%),“holidays provide suitable environments

h Allow us to take a little quality time to discuss important matters (40%)

h Allow us to become reacquainted with our partners (35%)

h Can reignite a love life (27%)h Can inspire to make important

decisions about life (24%)h Provide suitable environments

for important discussions (23%)h Can reveal areas of life which need

change (22%)

“”

The recession has had an undeniable impact on consumer spending patterns and the economy more generally. But the really interesting question is whether it has had an impact on consumer psychology: has the recession changed peoples’ attitudes towards going on holiday?

The survey asked whether it was even more important to holiday during a recession, and the response was staggeringly positive: just shy of three quarters of the UK’s adults agreed that it was indeed even more important (72%). Attitudes across gender were also fairly unified: 72% of men agreed, compared to 73% of women. While the recession might tighten purse strings it certainly hasn’t dampened attitudes towards getting away from it all, indeed, the vast majority seem to think that holidays are even more important while we are in recession.

Strong attitudes towards the importance of a holiday during the recession also united all of the age demographics, the 55 to 64 year olds ‘shout the loudest’ about the importance of a holiday in a recession (75%) but throughout all other ages ranges its importance is still blatant (lowest is the 20 to 24 year olds at 70%).

Across the regions opinions also do not differ remarkably. Agreement of the statement “it is even more important to have a holiday during the recession” ranges from seven out of ten in Wales and the North West (70%) to three quarters in London (75%).

It’s even more important to holiday during a recession

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Economic downturn

means holidayupturn

“”

Reasons to be eerful

So, the survey has revealed that a large proportion of the public agree, that holidays are more important during a recession. The question now, of course, is why?

The two most typical responses were that holidays recharge your batteries (63%) and that they help cheer us up (58%) during economic uncertainty. Over two thirds (65%) of women, compared to just under three fifths (59%) of men, felt that holidays help to recharge your batteries, and that during a recession since you’re working harder (30% of women thought they worked harder during a recession, as did 25% of men) you especially deserve a break.

Interestingly, people aged 55 to 64 were the most likely

(68%) to say that a holiday is important because it helps

you to recharge your batteries, while people aged

between 35 to 44 were the most likely (63%) to say that

a holiday is important during a recession to cheer you up.

additional points of interest:h People between 25 to 34 years old were the most likely

(40%) to think they deserved a holiday during a recession since they were working harder (compared, for instance, to 28% of 35 to 44 year olds, 27% of 20 to 24 year olds and 22% of 55 to 64 year olds).

h A huge proportion of housewives/househusbands (80%) said that holidays were more important during a recession as they allow recharging of batteries.

h A massive proportion of students (80%) said that holidays are more important during a recession because they help to cheer you up.

h The vast majority (80%) of people about to start a family disagreed that a holiday was more important during a recession, since saving was more important.

h A significant proportion (25%) of professional trades and crafts people disagreed that a holiday was important during a recession, saying that they currently feared for their jobs.

Holidays help cheer us up

“”“”

All work & no play The need to take

a break from work is paramount

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…“”

So, why do we book holidays? What is it that influences our decision to get away from it all? Is it the lure of far flung exotic lands or is it the need to get away from the dreary British weather?

Undoubtedly, the most significant influence on our decisions to book a holiday is the need to take a break from work: 70% of respondents cited this as their main reason for booking a holiday. However, a significant proportion of people (46%) go on holiday in a bid to experience something new.

additional points of interest:h Routine, it seems, is much more

monotonous if you’re aged 55 to 64; 51% of people falling within this demographic said that the need for a change in routine influenced their decision to book a holiday, compared, for instance, to 43% of people aged between 45 to 54 and 42% of people aged between 20 to 24 years old.

h The survey confirms that higher household incomes do indeed come with more pressure: 80% of people with a household income of between £45,001 to £55,000 claimed they were influenced to book a holiday by a need to escape from work, compared to only 59% of people with a lower income (less than £15,000).

The main reasons we choose to get away from it all are:

h The need for a break from work/normal life (70%)h The need for a change of scenery (52%)h The need to have a change of routine (46%)h Wanting to experience something new (46%)h Wanting to spend time with a loved one (43%)

Women, substantially more than men (55% and 48% respectively), are influenced to book a holiday due to the need for a change of scenery. More women also desire to spend some quality time with a loved one than men (45% vs. 41%). However, men and women both had, proportionally, almost the same attitude towards booking a holiday for a change in routine (45% of men and 46% of women).

We do like to moan about the inclemency of UK weather. It is not surprising then that two in five UK adults (40%) say they book a holiday in a bid to escape to more clement climates. Bad weather seems to become more of a factor as we get older: while only 36% of people between 20 to 24 years old are influenced by bad weather, 39% of 25 to 34 year olds, 35 to 44 year olds and 45 to 54 year olds are. The apparent influence of bad weather peaked with people between 55 to 64 years old, 42% of people cited this as a reason to book a holiday.

It looks like the most overworked age demographic, at least if reasons for booking a holiday are anything to go by, are those aged between 25 to 34; almost three quarters (74%) of them said that the desire to get away from it all (work and normal life) influences their decision to book a holiday.

While the youngest generation (people aged between 20 to 24) are the most likely to book a holiday because they are craving new, exciting experiences (57%), people aged 55 to 64 came a close second with 54% of people citing this as a reason to book a holiday: a sense of adventure clearly doesn’t diminish with age.

The power of a holidayI’m free from

day-to-day pressures“”“”

We’ve seen that people don’t typically have life changing discussions at home since, for the most part, they’re too caught up in the pressures of day to day living. But why, specifically, is a holiday the preferred time for making life changing decisions?

Again, this was an open question within the survey, giving the respondents the freedom to express their own personal sentiment. There were, however, a few recurring themes. The first theme was the absence of everyday pressures on holiday.

Typical responses along these lines included:h “Away from the everyday pressures

it’s easier to see your long term objectives.”h “Because all the everyday concerns and issues have

been left behind.”h “It is the time when the work, daily life problems and

routines are so far away.”h “Free from day-to-day pressures.”

For instance:h “The destination incites and inspires you to change things.”h “Provides inspiration.”h “It gives you the chance to see things from a different

perspective.”h “It’s a time of change in itself.”h “A holiday is a potential transition time between two moments in

life.”h “It places normal life to one side, thus lifting the participants out

of what may be the cause of much they would wish to change. Be the holiday good or bad, it acts as a fresh canvas and context; clarity flowers.”

h “It’s life in the raw. There are no comfort zones.”

Other popular themes focused on the more relaxed atmosphere on holiday, the additional time available to really consider important decisions and/or discuss them, and additional time with your partner without interruptions.

A holiday, then, is not just a chance to physically relocate and get away from work and/or your daily routine; rather, it is the opportunity to reconnect both with your partner and your own dreams, desires and goals. A time to search for some clarity, where you allow yourself to be decisive while away from the distracting influences of home and work.

The second theme was that the holiday destination has at least some influence on your psyche, and can motivate you to take important decisions.

Choosg the destination:

short-haul vs long-haul

You’ve decided that it’s time to have a big conversation with your partner, but you know that while you’re at home you just won’t get the opportunity. You decide that you should book a holiday, since it’ll give you both the time to relax, and get you away from the stresses of daily life. But where do you go?

After all, you want the perfect setting to have that big conversation.

For just under a third of men, there was the lure of the outback: the stunning Australian outback with its boomerangs and kangaroos, 32% chose Australasia. Perhaps their partners won’t agree as only one in five women thought this to be the perfect setting (20%). Women clearly preferred the thought of the Caribbean and Mexico (28% of women vs. 22% of men).

Australasia, the survey shows, is increasingly popular with older generations. While only 13% of 20 to 24 year olds would have a life changing conversation there, 23% of 25 to 34 year olds would, as would 23% of 35 to 44 year olds, 26% of 45 to 54 year olds, 26% of 55 to 64 year olds and 27% of those over 65.

The survey revealed that two in five (40%) of 20 to 24 year olds, and one in three (33%) 25 to 34 year olds, consider the Caribbean and Mexico to be the destination of choice for a life changing conversation with their partner. Similarly the Middle East (eg Egypt, Dubai and so on) were more than twice as popular with younger generations, with 25% of 20 to 24 year olds saying they’d have a life changing conversation there, compared to only 12% of 25 to 34 year olds, 9% of 45 to 54 year olds and an almost negligible 6% of people over 65. It would seem that the younger generations are submitting to the lure of the exotic.

The research has found however that the most popular (33%) place to go, the Mecca of destinations for life changing conversations, is Europe. Moreover, Europe was equally popular with both men (33%) and women (33%) for life changing conversations. Still, with the romance of Paris, the majesty of Rome and the history of Athens, this penchant for all things European is hardly surprising.

Europe, according to the survey, was the most popular destination for a life changing conversation for people with household incomes under £15,000 (37%), while the Caribbean and Mexico was the most popular for people with household incomes over

additional points of interest:h North America was most popular as a

destination for a life changing conversation with the over 65s, with 22% saying that it would be their destination of choice.

h Far and away the most popular destination for people to have a life changing conversation when they’re about to start a family is, according to the survey, Australasia: an enormous 39% of people said that this is where they would go.

h For people considering marriage the Caribbean and Mexico are apparently the place to go (45%) for that life changing discussion so if you’re in the area this year expect to see the beach littered with diamond rings, kneeling men and newly engaged women.

£75,000 (30%). People who earn between £55,001 to £65,000 and £65,001 to £75,000 are hugely more likely (21% in each financial demographic) to visit the Indian Ocean for a life changing conversation than any other financial demographic (for example, 13% of those with an income of under £15,000 and 12% of those with an income between £35,001 to £45,000).

Europe is king for life-changing conversations

“”

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Speed is of the essence

The stage is set. The decision is made. You’ve decided what to say and where to say it, and now the only thing left to do is book that holiday. But do you book it early, and if so why?

than any other demographic (for instance, 10% of 35 to 44 year olds and 8% of 55 to 64 year olds).

additional points of interest:h People aged between 55 to 64 are the most likely (40%) to book

early to allow them to do more research about their destination, in order to get the most out of their time there.

h All ages feel that booking early allows the opportunity to meet more people who have been on that holiday or to that destination (from 7% of 35 to 64 year olds to 11% of 20 to 24 year olds).

Booking early gives you more time to look forward to it

The top five reasons for booking a holiday early are:

Women, in particular (57% vs. 44% of men), are keen to book their holidays early so that they have more time to look forward to it. The survey also showed that significantly more women (43%) than men (30%) book their holidays early so they can be excited for longer. However, while men might not book early to prolong that pre-holiday excitement, the survey showed that men (44%), more than women (41%), like to have time to plan those holiday activities.

The survey uncovered a trend between age and how the anticipation of going on holiday motivates people to book early: 60% of 20 to 24 year olds said they book early to give them more time to look forward to it, as did 56% of 25 to 34 year olds, 56% of 35 to 44 year olds, 49% of 45 to 54 year olds, 51% of 55 to 64 year olds and 41% of people over 65.

It is the youngest demographic (20 to 24 year olds) who are the keenest activity planners: 57% of them book early to plan activities, compared to 49% of 25 to 34 year olds, 41% of 45 to 54 year olds and a mere 38% of people over 65. Similarly, youngsters (20 to 24 year olds) are more than twice as likely (25%) to book early so they can tell other people they are going on holiday

h It gives you more time to look forward to it (52%)

h It gives you plenty of time to research your destination/holiday (51%)

h It gives you more time to plan your activities (42%)

h It allows you to be excited for longer (38%)

h It gives you the opportunity to get more from the destination due to more research (35%)

“”

Spend, spend

spend!The holiday is booked. Your departure date is fast approaching. You know why you want to get away and what you want to do when you get there. But at what point do you get into holiday mode, and start spending all that holiday cash?

According to the survey, a third of people (33%) hit the spend button

as soon as they arrive at the airport.

A further quarter of people (25%), start spending a week before they are set to travel, perhaps stocking up on those holiday essentials.

h Men are slightly more likely (25%) than women (22%) to curb their spending until they arrive at their destination of choice, while women (34%) are slightly more likely than men (31%) to start swiping the credit card and splashing the cash at the airport.

h Over a third (34%) of 20 to 24 year olds start spending money like they are on holiday a week before they leave, compared to only a quarter (25%) of people aged 55 to 64. Nevertheless, only just over a quarter (26%) of 20 to 24 year olds start spending at the airport, compared to over a third (36%) of 25 to 34 year olds.

h People from London (37%) were much more likely to open their wallets and purses at the airport compared to people from the South West of England (31%), Yorkshire (24%) and Northern Ireland (19%).

h Well over two fifths of people (44%) with a household income of between £65,001 and £75,000 are in holiday mode when they arrive at the airport, compared to just under a third (32%) of people with a household income between £55,001 and £65,000, and a third (33%) of people with an income between £25,001 and £35,000.

h Just over a third of people (34%) with a household income of over £75,000 start spending with holiday abandon the week before they depart for foreign soil, compared to only just over a quarter of people (26%) with an income between £65,001 and £75,000.

h Well over a quarter of trades and crafts professionals (28%), followed closely by housewives/househusbands (27%) don’t get into holiday mode, and start spending, until they arrive at their destination.

Holiday spending begins up to a week before departure

“”

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Talkg heads: hot holiday topics

What do people talk about when they’re on holiday? Does being in a different environment, away from the day-to-day grind, temporarily out of routine, absent of usual stresses and distractions, make us more philosophical about what we talk about?

According to the survey, the top five hot holiday topics are:

h Work/life balance (41%)h Getting fitter/healthier (39%)h How the children are doing (35%)h Current health (33%)h Saving money (33%)

It makes sense that work/life balance is on the top of the agenda as people find themselves away from it all, however, holidays are also a time to discuss serious life altering subjects such as planning a will (5%) getting a divorce or separating (3%) and getting fertility treatment (2%). Hot holiday topics tend to depend on a person’s gender. Proportionately women were more interested in discussing work/life balance (42% of women vs. 39% of men) and getting fitter/healthier than men (40% of women vs. 35% of men).

Perhaps not surprisingly due to the UK’s recent media reports of doom and gloom about the economy, a third of holiday makers, of either sex (33% of men, 32% of women), were interested in discussing saving money on holiday. Over a quarter have also discussed changing their job (26%) and over one in five their career path (21%).

However, big expenditures are on the agenda as well, implying that holiday conversations may also be dreams of what could be. Almost a quarter of men have discussed buying a property abroad (24%), one in ten have talked of buying a first home (10%) and over one in ten a second property (12%).

Work/life balance is the hottest topic

Women on the other hand are less likely to have discussed the purchasing of property but more likely to have had conversations about getting married or engaged (16%), starting a family (15%) and enlarging their family (6%).

Our priorities undoubtedly change with age and maturity; it would appear that this also influences the types of conversations we have when holidaying. People aged 25 to 34 are less concerned with their savings (42%), and more concerned with getting buff for the beach, with over two out of five of them discussing health and fitness while away (44%).

Young people (aged 20 to 24), it seems value their love life over their health, at least if what they discuss on holiday is anything to go by. More than a third (36%) of young people have discussed spicing up their love life on holiday, but only just over a quarter (26%) have discussed their current health. This makes spicing up one’s love life as important as changing jobs (also 36%), changing career path (again, 36%) and more important than getting fitter or healthier (34%).

The older generations’ priorities are somewhat different. The over 65s are most likely of all the age ranges to be have discussed how their children are doing (44%), closely followed by 55 to 64 year olds (41%). Current health and buying a property are also more likely to be found passing the lips of the 55s and over (39% and 23%). Spicing up ones love life seems way below the list of priorities, as they are five times less likely to have discussed this while on holiday (7% of over 65s vs. 36% of 20 to 24 year olds).

additional points of interest:h There was a positive trend between levels of household income

and discussion (on holiday) of a change in career path: Under £15,000, 13%; £15,001 to £25,000, 14%; £25,001 to £35,000, 21%; £35,001 to £45,000, 23%; £45,001 to £55,000, 29%; £55,001 to £65,000, 38%.

h Intriguingly, people involved in a steady relationship and considering marriage, were the most likely to have discussed spicing up their love life on holiday (37%) in comparison to any other life stage demographic.

h Families with young children were the most likely (21%) of all the life stage demographics to discuss enlarging their family yet further on holiday.

“”“”

No stone left unturned

Women just love to talk! According to the survey there were almost no topics that women didn’t talk about more than men. The exceptions were politics (16% of men vs. 11% of women), cultural events (25% of men vs. 24% of women), careers (where men and women were equal, both with 24%) and health (where, again, men and women were equal at 33%).

What other topics of conversation fill those quiet moments? Holidays, it seems, are liable to bring back memories of previous travels abroad, with talk of past vacations topping the survey (59%) of holiday conversation topics.

Older holiday makers are less likely to discuss their relationship while on holiday than their younger counterparts (20 to 24 year olds): a meagre 12% of those aged 65 and over compared to a gigantic 57% of those aged between 20 to 24, this trend continues throughout the age ranges (18% aged between 55 to 64, 26% aged between 45 to 54, 38% aged between 35 to 44, 46% aged between 25 to 34). The survey showed an almost identical trend regarding the discussion of one’s love life while on holiday.

Religion, perhaps surprisingly, is more of a holiday talking point for younger people (15% of those aged between 20 to 24 said they discuss religion while on holiday) than older (only 6% of people aged between 55 to 64 said they discuss religion while on holiday).

Careers also appear to be much more important to younger holiday makers rather than older ones, at least if holiday conversations are anything to go by. According to the survey while 40% of holiday makers aged between 20 to 24 years old discussed their career on holiday, only 27% of those aged 35 to 44 did and 21% aged 45 to 54.

One thing that almost all the generations, for instance 25 to 34 year olds, 35 to 44 year olds and 45 to 54 year olds, have in common is that they like to discuss their next holiday adventure while on holiday: precisely half (50%) in all cases.

Family and past and future holidays fill conversations

The top five topics of conversation to have while on holiday are:

h Past holidays (59%)h Family members (51%)h Your next holiday (50%)h Friends (50%)h The children (42%)

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kuoni holiday report 2010survey results

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Honey, we need to talk …

We’ve established that, at least for a significant proportion of people, holidays can be both cathartic and personally liberating. Moreover, there seems to be a general attitude that a holiday is an excellent time to discuss those somewhat awkward issues that you haven’t discussed at home. But how does it feel to be on the receiving end of one of these discussions?

According to more than a third (35%) of people surveyed, a holiday is the perfect place for an important discussion with your partner. The younger generation (20 to 24 years), were the most positive about having a deep and meaningful conversation on holiday: over a third (37%) of them were likely to think that a partner broaching such a topic is appropriate because a holiday is the perfect place.

Having said that, across the age ranges there are no significant differences of opinion. Feeling as though a holiday is the perfect place is true of 35% of 25 to 44 year olds, 34% of 45 to 54 year olds, 36% of 55 to 64 year olds and 33% of the over 65s.

The moral would be – if you need to get something off

your chest with your partner, just take them on holiday.

It could alter your life forever.

A small word of warning for men though, your female partner might just be wondering exactly how long you have been wanting to have this serious topic of conversation (46%) and why you have not mentioned it before (44%).

The survey uncovered an interesting positive correlation between household income and positive attitudes towards having a serious conversation on holiday: 28% of people with an annual income of less than £15,000 thought a holiday was the perfect place for a serious discussion, as did 35% of people with an income between £15,001 to £25,000, 36% of people with an income between £25,001 to £35,000, 37% of people with an income between £35,001 and £45,000, 37% of people with an income between £45,001 to £55,000 and a enormous 46% of people with an income between £55,001 to £65,000.

A holiday is the perfect place to

broach those awkward subjects

“”“”

A testing te for

a relationshipSpending 24/7 with a loved one as we have seen can help you get reacquainted and have deep and meaning-full conversations. Some of us even take the time on holidays to decide to marry, have children and move in together. Some of us even become separated or divorced due to holiday conversations.

According to the vast majority of survey respondents – close to three quarters (74%) – agreed a holiday really can make or break a relationship. Furthermore, as many as one in five UK adults would go as far to say that they strongly agree with this statement.

Attitudes between the genders do differ slightly: close to eight out of ten women agree that a holiday can make or break a relationship compared to almost seven out of ten men (78% vs. 68%).

People aged 20 to 24 years old were significantly more likely to agree (81%) that a holiday can make or break a relationship than any other age demographic (for example, 69% of people aged over 65).

Agreeing with the statement “holidays can make or break a relationship” consistently decreases with age.

Holidays can make or break relationships

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kuoni holiday report 2010survey results

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Keeping contact wh the outside world

While it might be true that one of the main motivations for going on holiday is to get away from it all, are we really able to disconnect ourselves from home and its mass of communication devices? Does the mobile phone somehow manage to make it into your hand luggage, or is the blackberry left locked in the safe?

More than a quarter (26%) of people are unable to switch off their phone on holiday, and approximately one in five (21%) people find themselves checking both the news and sports results while away. Women, in particular, are holiday phone fans; more than a quarter (29%) of women keep their phones switched on while on holiday, compared to a touch over a fifth (21%) of men.

Nevertheless, men (32%) are twice as likely to

check the news and sports results on holiday as

women (15%).

A quarter of people are unable to switch

off their mobile phone on holiday

In other words, wherever you go in the world, just less than one in three men from the UK will be able to tell you the football results.

Young holiday makers, aged 20 to 24, were almost twice (40%) as likely as 45 to 54 year olds (21%) to be unable to switch their phones off on holiday.

Nearly a quarter (24%) of 45 to 54 year olds are such avid sports (and news) fans that they are unable to switch off the news and sports results during their vacation. Just under one in five (19%) 20 to 24 year olds and 25 to 34 year olds indulge in social networking during their holiday; indeed even the over 65 year olds are in on the action with more than one in 20 (6%) being unable to stop their Facebook indulgence.

additional points of interest:h People with a household income over £75,000 are four times

(16%) as likely as those with an income between £25,001 to £35,000 to check their BlackBerry on holiday (4%).

h Almost three times as many people considering marriage (32%) than people that are married (11%) use social networking sites while on holiday.

h People considering marriage (11%) are almost twice more likely to phone the office while on holiday than people who are single (6%).

“”“”

Action, not just wordsNow, we know what we talk about on holiday, the question is what do we do about it when we get home? Do we take these holiday epiphanies and change our lives when we return, or do all our good intentions get seized at customs? Are holiday conversations the inspiration we need for talking life altering actions?

Apparently so. Over half of all respondents (54%) who had a conversation about work, family, relationships or property took action on this conversation. Holiday conversations are not likely to be forgotten about – they are the inspiration for change.

This is especially true when it comes to matters of the heart. The majority of those surveyed who have discussed getting married or engaged while on holiday have found that this has led to actions and or changes in their lives (53%). Over half of those who have discussed fertility treatment had seen this lead to a change (52%) and almost six out of ten have come to the realisation that divorce or separation is the way forward (59%).

Holidays are the inspiration for change

additional points of interest:h Men are twice as likely than women to

have had a conversation on holiday which has led to actions and or changes in their lives (women were more likely in 7 of 22 types of conversation vs. 15 with men)

h Women are more likely to have taken action on topics of conversation which are of a romantic nature. For example; getting separated or divorced (65% vs. 44%), getting fertility treatment (57% vs. 40%), getting engaged or married (55% vs. 50%), starting a family (48% vs. 41%) and moving in with a partner (46% vs. 37%).

h Men are more likely to take action on topics of conversation which are work related. For example; work/life balance (38% vs. 30%), changing job (31% vs. 26%), and changing career path (28% vs. 23%).

Other relationship and family topics of conversation which have led to people taking action are:

h Starting a family (46%)h Moving in with a partner (42%)h Enlarging a family (40%)h Spicing up love life (34%)h Although career and money matters were

more frequently discussed than relationships, these conversations are less likely to be acted upon. However there is still a sizable proportion of holiday makers who do, for example act upon their:

h Work/life balance (33%) h Changing job (28%) h Changing career path (25%) h Retiring (25%)So it would seem that holidays really can be the beginning of our dreams and the starting point of a whole new life.

“”

kuoni holiday report 2010survey results

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Let’s do again!

An economic downturn often affects peoples’ personal finances and can at times force people to re-evaluate what they consider to be their forthcoming financial priorities. Is saving for your next well-deserved holiday one of these? Yes it is.

Three out of ten people surveyed feel booking another holiday is a financial priority for them (30%). Perhaps they have a burning desire to speak with their partner about their relationship. Booking the next holiday is the third financial priority for the UK slightly behind saving for retirement (39%) and house renovations (39%).

Booking their next holiday, came high up on everyone’s financial priorities list, with almost two fifths (38%) of 55 to 64 year olds considering booking their next holiday a financial priority, and almost a quarter (24%) of both 25 to 34 year olds and 35 to 44 year olds.

For people earning between £45,001 to £55,000 booking their next holiday (37%) was just as important, financially, as renovating their house (37%); for people earning between £65,001 to £75,000 it was even more so (42% compared to 40%)!

Saving for retirement, as one might expect, becomes markedly more important with age. The survey showed that while less than one in ten (9%) 20 to 24 year olds considered saving for a pension to be a financial priority, over a third (34%) of 35 to 44 year olds did, and over half (54%) of 55 to 64 year olds.

A massive two fifths of people with incomes either between £65,001 to £75,000 (42%) or

A third of people feel booking

another holiday is a financial priority

over £75,000 (43%) think that booking their next holiday is a financial priority, compared, for instance, to people earning between £25,001 to £35,000, where the figure is almost just over a third (34%).

Almost two thirds (62%) of people with incomes over £75,000 consider saving for a pension to be a financial priority; indeed, saving for a pension was the priority for this fiscal demographic, but was followed closely (43%) by booking their next holiday.

Other financial priorities for the UK’s adults include; moving / buying a house (23%), investments (22%), buying a car (15%), school fees (7%), saving for fashion accessories (4%) and saving for jewellery / watches (2%).

Across the genders there is the same result as almost equal numbers

of men and women consider this a financial priority (30% and 29%).

“”“”

kuoni holiday report 2010survey results

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(All 2010 destination rankings were updated as of February 2010)

2009 20101. Maldives 1. Maldives2. Thailand 2. Thailand3. USA 3. USA4. Egypt 4. Sri Lanka5. United Arab Emirates 5. Egypt6. Sri Lanka 6. Malaysia7. Switzerland 7. United Arab Emirates8. Malaysia 8. China & Hong Kong9. Kenya 9. Switzerland10. Mauritius 10. Singapore11. China & Hong Kong 11. Kenya12. Singapore 12. Mauritius13. Barbados 13. Barbados14. Italy 14. India15. Australia 15. Australia16. St.Lucia 16. Indonesia17. Antigua 17. Cuba18. Indonesia 18. South Africa19. Cuba 19. St.Lucia20. South Africa 20. Antigua

Kuoni’s Top 20 destinations

Wedding1. Sri Lanka2. USA3. Mauritius4. St.Lucia5. Thailand6. Kenya7. Barbados8. Indonesia9. Canada10. Italy

Honeymoon1. Maldives2. Thailand 3. Sri Lanka4. United Arab

Emirates5. USA6. Mauritius7. Malaysia8. Kenya9. Singapore10. Hong Kong

Solo Travellers1. Thailand 2. Maldives3. Sri Lanka 4. Switzerland 5. Egypt6. India7. Kenya8. Australia 9. Malaysia10. Singapore

Families1. USA2. Maldives3. Thailand4. Egypt5. Sri Lanka6. Switzerland7. Kenya8. United Arab

Emirates9. Malaysia10. Mauritius

Kuoni UK’s Top 10 destinations 2010

Kuoni’s Top 3 anecdotal consumer trends

The Real Thing – a growth in clients wishing to ‘get under the skin’ of a country and to engage at a deeper level with locals, learning more about traditional and authentic ways of life in the destination visited. Kuoni has a global network of experts with specialist knowledge to enable clients to enjoy a unique experience such as learning to salsa in Havana; working on a ranch in the Grand Canyon or learning to Bollywood dance with the experts in Delhi.

Personal Fulfilment – many holidays are not just about time out from the office or daily routine; they are also about a rich, rewarding and life enhancing experience for the individual. The holiday becomes a catalyst for character growth.

Research then Talk – the internet has allowed clients to research far and wide and help them define what they wish for from a holiday. More clients want to discuss and ‘sanity check’ their findings with a respected travel expert such as Kuoni before booking, especially if the itinerary is complex, the destination long-haul or off the beaten track.

Kuoni Public RelationsKuoni Travel LtdKuoni HouseDorkingSurrey RH5 4AZ, UK

Fiona Blaszkowski:fiona.blaszkowski@kuoni.co.ukT 01306 744 194

Anne-Marie Hansen:anne-marie.hansen@kuoni.co.ukT 01306 744 173

Jemma Purvis:jemma.purvis@kuoni.co.ukT 01306 744 006

www.kuoni.co.uk

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