Hampton by Hilton survey finds new ‘seekender’ traveller trend

Brits are increasingly forgoing the big, annual holiday in favour of regular short breaks, seeking value for money and exciting and new travel experiences over material possessions, according to a new research by Hampton by Hilton.

The survey of 3,000 adults across the UK, conducted by OnePoll using online and mobile polling early this month, has revealed that travel ranks top (63 per cent) in the list of preferred treats and items, 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 also found that holidaymakers preferred short trips and being economical with costs (42 per cent) rather than one blow-out getaway a year (17 per cent), with staycations (19 per cent) proving as popular as foreign escapes (20 per cent).

When questioned about how they felt on return from a holiday, the respondents said that they felt just as ‘refreshed and raring to go’ following a short-break (32 per cent) as they do after an extended getaway (33 per cent).

The ‘seekenders’ – as the research calls the new traveller trend – have discovered the exemplar way to holiday, commented health expert Dr. Dawn Harper and psychotherapist, Robert Stewart.

Commenting on 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. . . 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, ‘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.’

The research also found that Brits consider experiences far more important 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.

‘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.’