Are the opinions of others negatively swaying British vacations and life choices?

Many British people have been found to turn to the thoughts of others to help decide their next holiday trip.
Borja Suarez/Reuters

New research released by leading travel search engine, KAYAK. has provided insight into the decision-making of the British public and indicated how the opinions of others often lead to them following them. This applies to the landscape of life and travel plans.

KAYAK’s ‘The World of Opinions 2023’ study was conducted so the relationship between travel, opinions plus people and world perspectives could be examined. The research was conducted by Norstat, who was representing Kayak, with 1007 British adults from the ages of 18-75 and the data was obtained via an online survey throughout May 2023.

Decision-making amongst Brits has been shown to cause conundrums to them as according to Noom, they average 122 decisions each day, with them prone to changing their minds.

One of the main findings revealed in KAYAK’s research was that 69 per cent of British adults allow their next holiday destination to some degree to be based on what friends, family or others advise. Also, 24 per cent were revealed to have cancelled and completely dropped a holiday suggestion they were keen on due to the opinion of another individual swaying them away from it.

Interestingly, the report displayed how trusting others is likely not even worth doing so as plenty of Brits have claimed that their vacation has not been satisfactory when seeking others’ opinions. This is as 82 per cent of British adults reported that the recommended holiday trip they went on was not to the same standard as when it was pitched to them.

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But is this new fad here to stay? With cheap flights to the continent available once more, people have already begun to enjoy city breaks, weekends away and family getaways. This demand is constantly growing, which has left British hoteliers almost exactly where they were before the pandemic. So what are the downsides to an at-home holiday? And could these really be a dealbreaker for holidaymakers?


British holidays are expensive; let’s face it. Once you’ve paid for the fuel/ public transport and taxis to get you to the opposite end of the nation, you’ve exhausted yourself and your pockets as much as a trip to the airport would. As we also tend to spend more time indoors in cooler climes, property costs a fair bit more than anticipated at home too. And what to do with your time? Without waterparks and white-sand beaches, you can tour the local villages and natural attractions before ending back at your accommodation for 4pm; unless, of course , you want to pay for an unexpectedly expensive meal out as well. Oh, and did I mention? It will probably rain a bit…


Yet what  could the government do to incentivise staying in the UK? An increase in the taxes placed on international travel, or maybe reduced VAT for domestic holidays would, of course, be beneficial, but the real issue lies with what we, as consumers and holidaymakers, want from a break. After being cooped up in often stifling office and academic environments all year, we immediately think of a summer spent basking on a sun lounger. But what if we altered this expectation?


Although COVID was initially the ultimate reason for staying close to home, many have also considered the environmental struggle of whether or not to take an aeroplane. A flight from London to

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