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

About Travelodge

Founded in 1985, Travelodge is Britain's very first budget hotel chain and today is one of the largest budget hotel chains in the UK, with a portfolio of over 600 hotels and over 47,000 bedrooms across the UK, Ireland and Spain.

In Spain, Travelodge has an established profitable presence and as of April 2024, its portfolio doubled to 12 hotels, having recently acquired a further six properties. Travelodge has ambitious growth plans within this market and has identified the top 20 key locations where it would like to open additional hotels in Spain.

Welcoming over 22 million guests annually across the UK, Ireland and Spain, the majority of Travelodge hotels are located in major cities, towns and holiday hotspots as well as by airports and key business hubs. With 90% of its hotels rated 4* or above on TripAdvisor, Travelodge is proud to offer guests across its diverse customer base a good value experience – whether they are travelling for business or leisure. In 2023, approximately 50% of rooms were sold for less than £60.

Whether out celebrating a birthday, going to a concert or sporting event, visiting friends and family, taking a business trip, working away from home, or taking a short break, we help people to go and do their thing by Being the Brilliant Base.

Travelodge continues to invest in its ongoing hotel refit programme which is expected to see 50% of the Travelodge room estate upgraded to its new design by the end of 2024. The brand is also continually evolving its quality offering to deliver a better experience for its diverse mix of business and leisure guests such as its new look Bar Cafe design, 85 Bar Café, which has been rolled out to selected UK hotels as part of the refit programme.

Travelodge is focussing on its environmental and social impact, with sustainability integral to its business strategy. It's Better Future sustainability plan aims to build a more sustainable future for its customers, colleagues and the planet, and it is underpinned by three core pillars: Inclusive – ensuring we are accessible, inclusive and well-priced to our customers and colleagues; Caring – creating a caring and healthy environment for our colleagues and customers and ensuring their wellbeing; and Conscious – Travelodge is conscious of its impact on the planet, taking into account the waste it produces, the energy and other resources it consumes and the carbon emissions it generates.

For further information visit travelodge.co.uk or the Travelodge Hotels Limited LinkedIn page.

The Travelodge Press Office
+44 1844 35 8703
Travelodge