We love to uncover what really matters to people.

This week we listened to the current holiday and travel thoughts & behaviours of our 40,000 strong insight community. Below are their top five wants:

“I never thought I’d be looking for a holiday that involved me dunking myself in freezing cold water but I am.”

1. ‘I want to come home feeling invigorated and fitter’.

This is not about 10 different salad leaves for lunch or a full day’s yoga retreat. This is about incorporating new activities, such as cold-water swimming, crown green bowling or pickle ball that improves activity levels and mental health.

2. ‘Holidays are for in the moment memories and sharing experiences with great friends and family’.

Their holiday is a special time filled with experiences (big or small) with people that matter. Whether that’s three generations going away on a cruise or great friends camping in the Breckon Beacons.

3. ‘All the extras seem to cost twice as much as it did before from meals, drinks and even the mandatory ice-cream so back to the all-inclusive for us this year.’

Affordability and value for money are key considerations and it’s all the hidden extras on a holiday people are beginning to see add up. For some they’d rather take away that anxiety and say ‘yes’ instead of ‘no’ to their kids.

4. ‘Some places are just too busy and too commercial, we were queuing up for some gingerbread in the Lakes last week with two bus loads of tourists. This year we are going off the beaten track.’

For some they want to escape tourists and the top 10 places to visit and find their own little havens and spaces that are not on Trip Advisor or the Instagram trail. They don’t just seek peace but also new experiences. But keep it a secret!

5. ‘For us it’s the little differences that make a big difference. I always check out how crowded the sun loungers are and how deep the shallow end of the pool is.’

People are wanting to remove holiday anxieties and seeking things that made a difference to them on past holidays (or didn’t). They want to know the special standout features of a place from their towel policy to what type of gin they serve.