Brits will forgo almost everything to enjoy a new travel experience, according to new research.
Nearly eight out of 10 (79 percent) of these so-called Experience Hunters said they are prepared to sacrifice material goods in order to experience the new and unique.
Over half (56 percent) said they would give up designer clothes, phone upgrades (46 percent) and streaming services (44 percent), while more than a third (36 percent) said takeaways.
The study from Hilton Hotels & Resorts highlights how Experience Hunters are driven to see as much of the world as possible, further evidence of the UK’s growing “experience economy” – a shift in consumer behaviour from buying goods to buying experiences.
More than half (54 percent) of the population have a bucket list, with nearly a quarter (23 percent) aiming to tick theirs off by the time they reach 50.
Seeing the Northern Lights takes top spot on the UK’s bucket list (48 percent), but research shows that Experience Hunters also want a taste of the high life. More than a quarter (26 percent) wish to travel on the Orient Express versus 16 percent who want to swim with dolphins. Over a fifth (21 percent) opted for flying first class over 12 percent who dream of trekking the Inca Trail.
Nearly two thirds (63 percent) have visited somewhere completely new in the past year, rising to 71 percent for 25–34 year olds. Looking to the future, almost 60 percent of people said that they are likely to visit a country they have never visited before within the next 12 months.
“We are seeing the dawn of a new age of holiday maker who is willing to sacrifice everyday things for new experiences across the globe,” said Andreas Lackner, vice president, Hilton Hotels & Resorts. “In real terms, our research is pointing to 11 million people who will have achieved their bucket list by the time they’re 50 and who truly value those experiences over anything else. We’re thrilled to be in a position to offer guests memorable new experiences as they tick off their list around the world.
According to the research, the nation’s Experience Hunters try on average three new experiences on a typical break and claim the benefits are invaluable. Almost half (45 percent) say trying a new experience on holiday leads to a more fulfilled life, while almost a fifth (19 percent) claim the benefits continue to be felt once they’ve returned to their everyday lives.