Brits would rather go green than go abroad

Holidays in Britain are booming thanks to a combination of people no longer begrudging paying the same amount to holiday in this country as overseas, increased support for British rural communities and increased awareness of the environmental impact of air travel.

These are all part of the findings revealed in the Living Britain Report conducted by the Future Laboratory, in association with Zurich Financial Services.  The report further uncovered that Britons are taking more holidays than ever before, with time off from the workplace valued almost as much as income.  Cash rich and time poor, affluent Brits are increasingly seeking holidays that offer a level of “feelgood” factor above and beyond pure relaxation.

Many now opt to avoid air travel and pack the family into the car instead, preferring to explore the pleasures of both Britain’s stunning rural areas as well as its culturally and architecturally dynamic towns and cities.  9.2million Britons took to the road for their holidays in 2007, for convenience, to be greener and to avoid the dreaded security queues that currently seem to dominate Britain’s airports.   

Britons also value a holiday experience that is rich in authenticity – they are prepared to pay a premium for holiday accommodation that is rich in local materials, created and designed with an eye for craftsmanship and detail.  From Center Parcs upgrading more than 1000 of its lodges to be more in tune with the British countryside to luxury venues like Tuddenham Mill in Suffolk which combines bucolic charm.  This extends to enjoying high quality local food and drink to add resonance to the holiday experience, while also increasing the feel good factor supporting the local community.

For more information visit www.zurich.co.uk/livingbritain

3 December 2007