Hampton by Hilton's research saw over 85 per cent of Brits misidentify Lulworth Cove in Dorset, with the majority guessing the photo was taken in Greece or Cyprus. Credit: Hampton by Hilton.

BOURNEMOUTH - Research out today by Hampton by Hilton has revealed that Brits are baffled when it comes to identifying some of the UK's most spectacular holiday hotspots. In a photo-challenge, created by Hampton by Hilton,  Hilton's (NYSE: HLT) global brand of almost 2,200 mid-priced hotels, a staggering 76 per cent of Brits mistook top British beauty spots for exotic, overseas destinations, including Greece, Cyprus, Japan, France and California.1

  • Over 85 per cent of Brits have misidentified Lulworth Cove as an exotic overseas location, reveals research from Hampton by Hilton
  • Hotel brand is encouraging 'Seekenders' - those value-conscious travellers who seize the weekend to seek out new travel experiences - to embrace the beauty Britain has to offer
  • "Wanting to explore a new corner of the UK" and "value for money" cited as the top reasons for choosing a holiday at home next year

Hampton by Hilton's research saw over 85 per cent of Brits misidentify Lulworth Cove in Dorset, with the majority guessing the photo was taken in Greece or Cyprus. The spectacular image even fooled south coast locals. Of those surveyed in nearby Southampton, over 80% did not guess the image to be taken in the UK.

Hampton by Hilton is championing getaways in Dorset, showcasing some of the stunning locations around the county, including Lulworth Cove. Visitors to the area can take advantage of the conveniently located Hampton by Hilton Bournemouth to explore some of the UK's most beautiful stretch of coastline.

Jason Davies, General Manager at Hampton by Hilton Bournemouth, said, "We are lucky to be situated in such a stunning location and welcome visitors from across the UK every year. My recommendation to many guests is to take a ride on the open top bus from the centre of Bournemouth direct to the Jurassic Coast, taking them through beautiful Sandbanks and across on the chain ferry."

Research2 by Hampton by Hilton also points to a boost in demand for Brits to take a holiday at home, with almost two-thirds (64 per cent) of respondents planning to take as many or more UK holidays next year than they have done previously; and reveals why British "Seekenders" - those value-conscious travellers who seize the weekend to seek out new travel experiences - are keener than ever to embrace the beauty on their doorstep.

Tal Shefer, Vice President of Focused Service Brands EMEA, said, "With more than half of Brits (52 per cent) planning to take a break in the UK in 2017, we're proud to enable travellers to discover new destinations on their doorstep in a way that's affordable. We have 18 Hampton by Hilton properties in the UK, and a further 16 in the pipeline, spanning some of Britain's most spectacular locations, including Bournemouth.  There has never been a better time for "Seekenders" to explore incredible UK destinations, whilst enjoying our dedicated Hamptonality service."

When asked why a UK getaway features so heavily in this year's holiday plans, the top answer from respondents was "to explore new areas not visited before", followed by "value for money" and "reduced travel time".  One in 10 Brits surveyed, claimed they have enjoyed some of their best holidays in the UK.

Hampton by Hilton hotels across the globe offer guests a hot breakfast included in their stay and a range of amenities including a 24-hour complimentary fitness room, complimentary Wi-Fi and Hampton by Hilton's 100% Satisfaction Guarantee. All rooms feature an HDTV, in-room coffee and tea maker and the brand's signature 'Clean and Fresh' Hampton bed® to ensure complete comfort for every guest during their stay.

The brand participates in Hilton's award-winning customer loyalty program, Hilton HHonors®. Hilton HHonors members who book directly through preferred Hilton channels have access to benefits including an exclusive member discount, free standard Wi-Fi, as well as digital amenities that are available exclusively through the industry-leading Hilton HHonors app, where HHonors members can check-in, choose their room, and access their room using a Digital Key. 

Read more about Hampton by Hilton hotels at www.hampton.com and news.hampton.com.

1 The photo-challenge results

2The research was conducted by Censuswide, on behalf of Hampton by Hilton, with 2,000 respondents aged 16+ in GB between 01.11.16 - 07.11.16. The survey was conducted from a random sample of UK adults.  Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles. Full survey data available upon request.

Contacts:
Holly Broadway
Grayling
+44 (0)23 8038 2970
holly.broadway@grayling.com

Saamia Razvi
Hilton - EMEA
+44 (0)20 7856 8547
Saamia.Razvi@hilton.com

About Hampton by Hilton As the number one ranked franchise for the past eight years, according to Entrepreneur®, Hampton by Hilton, including Hampton Inn by Hilton and Hampton Inn & Suites by Hilton, serves value-conscious and quality-driven travelers with more than 2,200 properties totaling more than 223,000 rooms in 19 countries and territories. High quality accommodations and amenities, such as complimentary Wi-Fi and free hot breakfast, contribute to Hampton by Hilton ranking as a leader in its segment. Hampton by Hilton Team Members deliver friendly, authentic, caring and thoughtful service defined as Hamptonality. Hampton by Hilton is part of Hilton Honors, the award-winning guest-loyalty program for Hilton’s 14 distinct hotel brands. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else, free standard Wi-Fi and digital amenities like digital check-in with room selection and Digital Key (select locations), available exclusively through the industry-leading Hilton Honors app. For more information about Hampton by Hilton, visit www.hampton.com or news.hampton.com and connect online at Facebook, Twitter, YouTube and Instagram.

About Hilton Hilton (NYSE: HLT) is a leading global hospitality company, with a portfolio of 14 world-class brands comprising more than 4,900 properties with over 800,000 rooms in 104 countries and territories. Hilton is dedicated to fulfilling its mission to be the world’s most hospitable company by delivering exceptional experiences – every hotel, every guest, every time. The company's portfolio includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio - A Collection by Hilton, DoubleTree by Hilton, Tapestry Collection by Hilton, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton Honors. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose exactly how many Points to combine with money, an exclusive member discount that can’t be found anywhere else and free standard Wi-Fi. Visit newsroom.hilton.com for more information and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram, and YouTube.

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