British pack in traditional package holiday

September 29, 2004

With the summer holidays now a distant memory and the dark nights setting in, latest research from MINTEL shows that the quintessentially English holidaymaker is facing extinction. Not only has the archetypal package holiday lost out to the more modern independently booked trip, British adults now look for more than simply egg, chips and a pint in front of the football. While ‘a place to relax and unwind’ (61%) is the number one priority, it turns out that the typical British tourist is in fact more of a ‘culture vulture’ than we are often led to believe. Indeed, ‘an interesting landscape’ (42%), ‘experiencing a different culture’ and ‘cities, heritage or architecture to see’ (both 40%) make up the top three wishes, following ‘a place to relax and unwind’. These preferences are some way ahead of ‘a beach or pool’ (36%) and considerably more important than ‘good shopping’ (14%), ‘familiar food’ (13%) or having ‘other Brits around’ (7%).

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