Brits will forgo almost everything to enjoy a new travel experience, according to new research revealed today by Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide (NYSE: HLT).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.

Sourced through Scoop.it from: news.hilton.com



The study highlights how Experience Hunters are driven to see as much of the world as possible, further evidence of the UK’s growing “experience economy” . There is an evident shift in consumer behaviour from buying goods to buying experiences. 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.

The research also reveals that 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.

According to the research, the  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.

The differences of Experience Hunters across the Britain:

  • Wrexham is the bucket list capital of the UK with 67 percent of residents having one, followed by Worcester, Cardiff and Newcastle
  • Oxford claims top spot for Experience Hunters with 85 percent of residents expecting to tick off their entire bucket list followed by Gloucester, Coventry and Newcastle
  • Swansea’s inhabitants seek the most adventure, with 19 percent claiming to have 10 or more new experiences on a typical holiday
  • The people of Chelmsford are all about familiarity when travelling, with almost 12 percent admitting they don’t have a single new experience on holiday
  • Birmingham’s residents are the biggest thrill seekers with almost one in five (17 percent) wanting to sky dive and 8 percent have bungee jumping on their travel bucket list
  • Liverpudlians like to take a walk on the wild side as they are most likely to put a safari on their bucket list (30 percent) whereas those in Southampton want to swim with dolphins (25 percent)

Interestingly, when it comes to where people find their inspiration, 43 percent cite television and film as their main source. 18-24 year olds are more than twice as likely (27 percent) to use Facebook for travel inspiration than any other age group.

Surprisingly, despite the rise of the smartphone selfie phenomenon, 68 percent of Brits still use their camera as their ‘go to’ for capturing holiday memories, while 13 percent of 18-24 year olds use a diary to document their adventures.

The UK’s top 10 bucket list experiences:

1. See the Northern Lights
2. Stay on a tropical island
3. Travel on the Orient Express
4. Try new local food / drink
5. Go on safari
6. Fly first class
7. Drive Route 66
8. Walk the Great Wall of China
9. Stay in a suite at a five star hotel
10. Swim with dolphins

Top ten cities with the most Experience Hunters

1. Oxford
2. Gloucester
3. Coventry
4. Newcastle
5. Wolverhampton
6. Edinburgh
7. London
8. Bristol
9. Portsmouth
10. Southampton

The survey was conducted by OnePoll between 27 April 2016 and 3 May 2016, amongst a total of 2,000 men and women over 18 years of age. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

And you how far w