Industry Update
Press Release 1 October 2020

Britons Value Short Breaks As One Of Life’s Essentials

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Travelodge UK

The NHS, eating out, taking a jaunt to the seaside, watching Netflix, online shopping, finding a great deal, socialising with family & friends and having a good belly laugh are just some of life's essentials that Britons value the most, according to a new study out today by Travelodge.


The budget chain which welcomes nearly 19 million people across its 575 hotels, surveyed 1,500 British adults to discover what the nation values the most in life.

Key findings revealed that home is where the heart is as 84% of Britons reported that they appreciate having a settled home life, trustworthy partner, well behaved children and spending quality time with their nearest and dearest.

Over a third (37%) of adults reported that having a nice home with mod cons and a garden was a great blessing. Interestingly 62% of adults reported that they value having Wi-FI at home and 42% appreciate the great content Netflix has to offer.

Health is wealth was also very high on the agenda as 75% of Britons reported having good health was one of life's greatest gifts. A staggering eight out of ten (80%) Britons reported that having a free national health service (NHS) was a great blessing in life and 42% of respondents stated having good mental health was essential.

The study also revealed that 82% of those polled said we are now more experience driven than any previous generations.

Trying new experiences and discovering new places is of the utmost importance for modern Britons, as 55% value regular holidays and short breaks.

Over a third of Britons (35%) reported that they appreciate having lots of seaside resorts and coastal locations easy to get too. Whilst 30% of adults appreciates being at one with nature, and having easy access to explore the glorious Britain's countryside.

Sixty five per cent (65%) of respondents said the freedom to travel whenever and wherever was a precious gift in modern life.

The study also found that we have become a value conscious nation just like the war generation who strived on getting a bargain. Nine out of ten adults (91%) polled believe value for money is more important in Britain now than ever before, with 85% admitting they always shop around for the best deals - mainly online.

In today's world, 35% of adults value getting a good deal and rely on discount codes / coupons whilst for 11% of Britons loyalty schemes has become a key life essential. Twenty eight per cent (28%) of respondents surveyed reported that they are savvier with their cash than their parents were.

Other key findings revealed that living in a fast-paced news world is taking its toll on Britons as 25% of adults reported getting eight hours of uninterrupted sleep has become a precious commodity. A fifth (20%) of Britons reported that having a whole day to do nothing was priceless.

A host of less traditional aspects also made the list, including being able to park outside your house, drinking good quality coffee, getting clean water from the tap. As well as reading a good book and the simplicity of a good mug of tea.

Interestingly just a quarter (25%) of Britons reported that they value the freedom of speech.

The survey also found that 45% of Britons believe that as a nation we are more community minded nowadays and appreciate our neighbours.

Interestingly 36% of adults reported that they have higher expectations than their parents had and 25% believe that they are more tolerant than their parents,

Just over a third (36%) of adults reported that they care more about the environment now than they ever did.

Shakila Ahmed, from Travelodge said: "Our research shows that we have become a value seeking nation that is striving to get the most out of all aspects of our lives. We want our time, money, friendship and love to work hard for us and provide a good return."

"At Travelodge, we are seeing a growing trend in more Britons maximising their leisure time by eliminating the traditional two week holiday and booking lots of short breaks throughout the year. This way they can extend their leisure time throughout the year and do more experiences and have multiple short bursts of quality time with family and friends."

Listed below is the top 50 things Britons value the most:

  1. A happy home, family time and faithful partner
  2. Good health
  3. The NHS
  4. Wi-Fi at home
  5. Belly laughing with family & friends
  6. Trustworthy friends
  7. Your parents
  8. Nice home with a garden
  9. Your pet
  10. Social Media channels
  11. Regular holidays and short breaks
  12. Online shopping
  13. Netflix
  14. Your mobile phone
  15. Good manners
  16. Going to the seaside or the coast
  17. Exploring the countryside
  18. Being able to work from home
  19. Eating out
  20. Facetime
  21. Night out with friends
  22. The freedom to travel
  23. A good employer or boss
  24. Attending a concert or sporting event
  25. Eight hours of uninterrupted sleep
  26. A whole day to yourself
  27. Freedom of speech
  28. A good book
  29. Service with a smile
  30. Music
  31. Your education
  32. Being British
  33. Being cooked for
  34. Getting a great deal
  35. Your car
  36. Wealth
  37. A lie in on a Saturday
  38. Regular weekends away
  39. Supportive colleagues
  40. A fair priced pint of beer
  41. Being able to park outside your home
  42. Good quality coffee
  43. Watching football
  44. Art
  45. Loyalty schemes
  46. Chocolate
  47. Good TV programmes, soaps and films
  48. Your hairdresser
  49. Delivery services
  50. The world
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Travelodge (UK)

In 1985, Travelodge opened the UK’s very first budget hotel on the A38, in Barton under Needlewood. Today the company is the country’s fastest growing and most innovative hotel chain with over 500 hotels across the UK, Ireland and Spain.
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About Travelodge

Founded in 1985, Travelodge is one of the UK's leading hotel brands. With over 580 Travelodge hotels and over 43,500 rooms in the UK, Ireland and Spain as at 30th May 2019. Travelodge welcomes approximately 19 million customers every year and more than 12,000 colleagues work across the business.

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