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LONDON, U.K. - Research out today by Hampton by Hilton, Hilton Worldwide's (NYSE: HLT) global brand of more than 2,000 mid-priced hotels, has revealed a trend among Brits to forgo the big, annual holiday in favour of regular short breaks, to seek value for money and to covet travel experiences over material possessions. These so-called "Seekenders", have discovered the exemplar way to holiday, according to leading health expert Dr. Dawn Harper and psychotherapist, Robert Stewart.
The survey of 3,000 adults across the UK revealed that travel ranks top (63 per cent) in the list of treats people will spend their money on, ahead of gadgets (26 per cent), designer clothes (11 per cent), handbags & jewellery (20 per cent), dining out (16 per cent) and days out with the family (41 per cent).
The research showed that taking several short trips and being clever with costs (42 per cent) rather than one blow-out getaway a year (17 per cent) is the most common way of taking holidays, with staycations (19 per cent) proving as popular as foreign escapes (20 per cent).
When questioned about how they feel on return from a holiday, the data demonstrated that travellers feel just as "refreshed and raring to go" following a short-break (32 per cent) as they do after an extended getaway (33 per cent).
Speaking exclusively about the findings, Dr. Dawn Harper (Embarrassing Bodies, This Morning, LBC Radio) said, "We are leading increasingly hectic lives and a getaway allows people to physically and mentally recharge. We react to stress with an adrenalin surge, which was useful in caveman days where stress came in the form of a mammoth on the horizon, but today's stresses come from work, home and modern life hassles. Taking the foot off the pedal and getting away from it all can make a big difference. Sometimes it can be easier to fit in a mini-break into busy schedules, and this can be just as beneficial as a longer holiday."
Psychotherapist Robert Stewart (BBC3) added, "Our working life involves a considerable amount of running on auto-pilot, whereas holidays elicit our conscious mind as we pay attention to all the details and absorb new experiences. A well-planned short-break can refresh the mind and body just as much as an extended getaway can. When we take a mini-break, there's also less stress around spending money and workload or chores building up while we're away. It's heartening to find that Brits value holidays and experiences more than material possessions. The dopamine kick of a new toy is very short-lived, whereas the feel-good oxytocin and serotonin factors gained from a holiday will last long into the return to daily life."
Other key findings that Hampton by Hilton discovered as part of the research include:
- Brits place far more importance on experiences than wealth or possessions, with 71 per cent rating travel and new experiences as "essential" and "significant" to their lives
- Visiting a dream destination was the highest priority for respondents, with 47 per cent of people saying this was top of their bucket list, above buying a fancy car, second home, jewellery, designer watch or meeting their favourite celebrity
- People in Bournemouth find holidays significantly less of a priority, possibly due to the town's holiday resort aesthetic. 46 per cent of people from Bournemouth use some of their annual leave to holiday at home compared to a national average of just 20 per cent
- Citizens of Chelmsford are the most likely in the UK to spend on travel, with over 80 per cent opting for holidays over materialistic goods
- 11 per cent of Brits will not use all of their annual leave this year
- 69 per cent of Brits prioritise value for money when choosing a hotel, closely followed by cleanliness, a comfy bed, a decent shower, central location and friendly service
"At Hampton by Hilton, our ethos is to enable travellers to discover new destinations in a way that's affordable," said Mark Nogal, Regional Head Focused Service Brand Management for Hilton Worldwide. "Our brand is in an exciting period of expansion with more than 100 hotels across Europe either open or under development including 17 across the UK and a further 19 in the pipeline. Our increasing presence is an excellent match for the Seekender generation. Our modern aesthetic is complemented by our many included extras, all with value for money, our brand guarantee and dedicated Hamptonality service firmly in place for our guests."
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, complementary 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
Hampton by Hilton team members proudly exhibit a unique culture described as Hamptonality. This term describes each hotel's approach to friendly customer service and anticipation of guests' needs and providing travelers with helpful suggestions about area attractions, historical facts and fun things to do around town. Additionally, hotels are infused with local photography and artwork, highlighting each property's connection and support to its own community.
Hampton by Hilton hotels participate in Hilton HHonors®, the only hotel loyalty programme that allows members to earn Points & Miles® on the same stay and No Blackout Dates on reward stays. HHonors members always get the lowest price, along with HHonors Points, digital check-in and no booking fees only when they book directly through Hilton.
Notes to Editors:
*OnePoll surveyed 3,000 UK adults between 2 and 9 November 2015, using online and mobile polling. OnePoll is a member of ESOMAR and employs members of the MRS. www.OnePoll.com
Director, Brand Public Relations, Hampton by Hilton
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Senior Manager, Brand PR EMEA, Hilton Worldwide
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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.