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The new Brits abroad: From a Glocal to a Met-setter

Date: Fri, 10/26/2007 - 21:38

According to research released from Thomson Holidays, there are six new types of British traveller, proving there’s more to the ‘Brit Abroad’ than a beer belly and sunburn...

Does he wax lyrical about the time he shared termite soup with a local chief in a mud hut? Does she boast about rubbing shoulders with Liz Hurley and Arun Nayar at the latest celeb hang-out? If this sounds familiar, you’ve probably just encountered a Glocal or a Met-setter.

According to research released from Thomson Holidays, there are six new types of British traveller, proving there’s more to the ‘Brit Abroad’ than a beer belly and sunburn. The study shows that today’s holidaymakers are an increasingly diverse bunch whose top priorities are embracing the culture of a host country and soaking up a different way of life.

Nearly a quarter (24%) of Brits are Glocals – Globetrotters, whose top priority is to get to know the locals wherever they are. Hot on their heels are Tender Tourists (22%) who opt for eco-friendly breaks, Met-setters (21%) who want hip boutiques and spas, Wilderness Warriors (15%) who love roughing it in the great outdoors and Action Superheroes (8%) who seek out daredevil adventures.

Despite accepted wisdom, only 10% of holidaymakers are self-confessed British Bulldogs – travellers who want a slice of English life in the sun.

Other key findings include:
  • 65% of Brits claim culture is the most important factor when choosing a holiday destination, while 15% relish the opportunity to see indigenous wildlife and 13% want to get off the beaten track
  • 8% of Brits make it a top priority to make friends with a local, while only 1% want to get to know their fellow holidaymakers
  • A staggering 97% of Brits would run a mile if they saw a familiar face on holiday
  • Nearly three quarters of Brits (73%) claim they would rather spend their cash on sampling the local delicacies than a night out on the town (10%)
  • 14% would find a local guide as soon as they arrive to show them the sights
  • 19% would rather put on their hiking boots than their bikini
Miles Morgan, Sales and Marketing Director at Thomson, commented: “An era of vast choice and pick-and-mix holidays has enabled individuals to tailor trips around their personal tastes and develop itineraries which are uniquely suited to their personality. This study has helped us to understand what customers want from their holidays and ensure we satisfy all tastes - be it the British Bulldog who enjoys the comforts of a home from home or a Met-setter who wants a slice of luxury and indulgence.”

How to spot the new ‘Brits Abroad’…See the full research.

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