{"id":4751,"date":"2019-05-14T08:00:50","date_gmt":"2019-05-14T08:00:50","guid":{"rendered":"https:\/\/www.tui.co.uk\/press\/?p=4751"},"modified":"2019-05-14T11:25:40","modified_gmt":"2019-05-14T11:25:40","slug":"brits-lose-holiday-feeling-faster-than-their-tans","status":"publish","type":"post","link":"https:\/\/www.tui.co.uk\/press\/brits-lose-holiday-feeling-faster-than-their-tans\/","title":{"rendered":"BRITS LOSE HOLIDAY FEELING FASTER THAN THEIR TANS"},"content":{"rendered":"<p><strong><em>New study reveals what causes \u2018The Holiday Feeling\u2019 and how to maximise it <\/em><\/strong><\/p>\n<ul>\n<li><em>TUI UK has worked with Dr Tali Sharot of the University College London\u2019s Affective Brain Lab to track the life cycle of \u2018The Holiday Feeling\u2019, from booking to beach<\/em><\/li>\n<li><em>The research shows we hit peak holiday feeling at hour 43, but we lose it less than 4 days (3.7 days) after unpacking our suitcases back at home <\/em><\/li>\n<li><em>23% of holiday feeling moments occur before we step on the plane, a \u201cFactor 30\u201d list of key triggers reveals<\/em><\/li>\n<li><em>The findings will be used by TUI to explore ways to enhance the holiday feeling for guests, and to help them make it last even longer<\/em><\/li>\n<\/ul>\n<p><strong>14\u00a0May 2019 &#8211;<\/strong>\u00a0New research from TUI UK in collaboration with University College London\u2019s Affective Brain Lab has uncovered what triggers the difficult-to-define, but universally recognised, \u201choliday feeling\u201d and unlocks how holidaymakers can retain the positive effects for longer.<\/p>\n<p>With more than 30 million British holidaymakers set to jet off on a beach holiday this summer, leading holiday experts TUI reveal that they will hit their peak \u2018holiday feeling\u2019 just 43 hours into their trip. The findings also revealed a \u2018Factor 30\u2019 list of the key triggers that cause the biggest holiday feelings, with feeling the warmth of sun on your skin, the sound of the ocean, soaking up a picture-perfect view and having that first swim in the pool at the top.<\/p>\n<p>However, the positive feeling we experience whilst away is a short-lived one, with the average traveller losing the holiday feeling less than 4 days (3.7 days) after unpacking their bags when they return home.<\/p>\n<p><strong>Dr Tali Sharot Director of UCL\u2019s Affective Brain Lab<\/strong>, who conducted a qualitative study of guests at a TUI Sensatori resort in the Dominican Republic commented:\u00a0\u201cIt\u2019s interesting to see that a significant number of the key triggers that ignite positive holiday feelings happen before we even set foot on the plane.\u00a0 A <a href=\"https:\/\/protect-eu.mimecast.com\/s\/2rsXCGZyACqV9kkf7l6b8?domain=affectivebrain.com\"><em>brain imaging study<\/em><\/a><em> we conducted in 2010 showed that just imagining a holiday can spark the feeling of anticipation and joy which activate the brain\u2019s \u201creward centre\u201d &#8211; the striatum. This part of our brain receives input from dopamine neurons, providing us with anticipation of pleasure.\u00a0\u00a0 In other words, just thinking about going on holiday \u2013 or planning your next holiday when you return home &#8211; will activate the reward system in your brain.\u201d<\/em><\/p>\n<p>One in four of the holiday feeling triggers revealed in the research relate to planning and anticipation (23%) &#8211; with booking the holiday, putting your out of office on, and checking in for your flight, all making the \u2018Factor 30\u2019 list.<\/p>\n<p>Dr Sharot added:\u00a0\u201c<em>Holiday \u201cfirsts\u201d are also hugely important&#8230; Neuroscience studies have shown that novelty &#8211; the quality of something being new &#8211; is incredibly rewarding in itself. When things (places, experiences, items) are new an additional response is triggered in the brain\u2019s reward system, to give us a \u201cspark\u201d of positive feeling<\/em>.\u201d<\/p>\n<p>Evidentiary to this, seeing your hotel room for the first time, having your first swim in the pool and having the first sip of your holiday cocktail all appear in the list.<\/p>\n<p>However, the research also found that less than 4 days (3.7 days) after returning home the positive effects of our holiday disappear. Nearly half of us (44%) say this is due to having to return to a normal routine, coming back to colder and rainier weather (43%), as well as returning to work (39%).<\/p>\n<p>In line with the \u2018reward centre\u2019 theory, one in three of us (33%) start researching our next getaway less than 3 weeks after returning from the last trip, and nearly a quarter of us (22%) book our next holiday less than a month after returning home.<\/p>\n<p>With a huge 95% of us wishing we could make the holiday feeling last longer, TUI is exploring the findings and results of Dr Sharot\u2019s qualitative study to assess how they can help guests heighten the holiday feeling on resort, as well as before and after they go on holiday. With half (50%) saying that looking at photographs from the holiday helped prolong the feeling, one potential idea is installing \u2018holiday feeling\u2019 photo booths on resorts so guests can physically capture an image of them at \u2018peak time\u2019, and then re-live the moment at home. \u00a0TUI is also developing a brand-new product launching later this year which will help to extend the holiday feeling back in the UK.<\/p>\n<p><strong>Katie McAlister, Chief Marketing Officer for TUI UK &amp; Ireland said: <\/strong><em>\u201cWhen our guests book a holiday with us we want to make the whole experience as enjoyable and stress-free as possible, from the moment they book, to the moment they see the beach. We all know, and have felt, the holiday feeling \u2013 that feeling of utter joy, excitement, anticipation and relaxation \u2013 and this research provides fascinating insights that will help us ensure that our guests enjoy their holiday feeling to the max.\u00a0\u00a0 For example, understanding its life cycle will inform our pre and after travel communications and we will be creating something new soon that will quite literally \u2018bottle the holiday feeling\u2019 in a bid to make it last even longer.\u201d <\/em><\/p>\n<p>To coincide with the research, TUI enlisted the help of one of the UK\u2019s most exuberant personalities \u2013 John Barrowman \u2013 to bring the holiday feeling to life.\u00a0 The entertainer has taken on a brand-new role in a short film, showing holidaymakers exactly what the holiday feeling is during a stay at the TUI SENSATORI Resort Punta Cana, in the Dominican Republic.<\/p>\n<p>To watch the \u201cfab-u-lous\u201d film, find out more about the research and to discover what type of holiday will give you the biggest holiday feeling, visit: <a href=\"http:\/\/www.tui.co.uk\/theholidayfeeling\">www.tui.co.uk\/theholidayfeeling<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong>TUI\u2019s \u201cFactor 30\u201d list of top holiday feeling triggers: <\/strong><\/p>\n<ol>\n<li>Feeling the warmth of the sun on your skin<\/li>\n<li>Stepping off the plane and feeling that wave of heat<\/li>\n<li>Exploring the local area<\/li>\n<li>Spending quality time with family and friends<\/li>\n<li>Hearing the ocean<\/li>\n<li>Soaking up a picture-perfect view<\/li>\n<li>Not having to worry about day to day chores, like cooking and cleaning<\/li>\n<li>Booking your holiday<\/li>\n<li>Swimming in the clear blue sea<\/li>\n<li>Having dinner with a sea view<\/li>\n<li>Seeing your hotel room for the first time<\/li>\n<li>Watching the sunset<\/li>\n<li>Having your first swim in the pool<\/li>\n<li>Looking at the weather report and seeing 100% sun<\/li>\n<li>Trying new foods<\/li>\n<li>Packing your suitcase<\/li>\n<li>Feeling of sand between your toes<\/li>\n<li>Checking in at the hotel<\/li>\n<li>Discovering a new culture<\/li>\n<li>Smelling the salty sea air<\/li>\n<li>Having a drink at the airport<\/li>\n<li>Taking your first sip of a holiday cocktail, like a Pina colada or mojito<\/li>\n<li>Researching where to go on holiday<\/li>\n<li>Smelling your sun cream<\/li>\n<li>Getting ready for dinner or evening activities<\/li>\n<li>Booking a holiday excursion or trip<\/li>\n<li>Checking in to your flight online<\/li>\n<li>Putting your out of office on<\/li>\n<li>Checking your holiday countdown clock \u2013 on an app or email<\/li>\n<li>Having an ice-cream<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>New study reveals what causes \u2018The Holiday Feeling\u2019 and how to maximise it TUI UK has worked with Dr Tali Sharot of the University College London\u2019s Affective Brain Lab to track the life cycle of \u2018The Holiday Feeling\u2019, from booking to beach The research shows we hit peak holiday feeling at hour 43, but we [&hellip;]<\/p>\n","protected":false},"author":58,"featured_media":4752,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[3],"tags":[214,215,107],"class_list":["post-4751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-john-barrowman","tag-the-holiday-feeling","tag-tui"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>BRITS LOSE HOLIDAY FEELING FASTER THAN THEIR TANS | TUI UK Media Centre<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tui.co.uk\/press\/brits-lose-holiday-feeling-faster-than-their-tans\/\" 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