Bordeaux or… Biddenden? Kyoto or… Kew?
76% of Brits Amazed That “Exotic” Holiday Images Were Snapped at Home, Reveals Hampton by Hilton
LONDON - Research out today by Hampton by Hilton has revealed that Brits are baffled when it comes to identifying some of the UK's most spectacular holiday hotspots. In a photo challenge, created by Hampton by Hilton, Hilton's (NYSE: HLT) global brand of nearly 2,200 mid-priced hotels, a staggering 76 per cent of Brits mistook top British beauty spots for exotic, overseas destinations, including Greece, Cyprus, Japan, France, New Zealand and California.1
- Britain's beauty baffles Brits, with 76% misidentifying UK holiday hotspots as further afield favourites, reveals Hampton by Hilton
- Hotel brand is encouraging 'Seekenders' - those value-conscious travellers who seize the weekend to seek out new travel experiences - to embrace the beauty Britain has to offer
- "Wanting to explore a new corner of the UK" and "value for money" cited as the top reasons for choosing a holiday at home next year
- Hampton by Hilton to add 16 new hotels to the current UK portfolio of 18 properties, spanning some of UK's most spectacular locations, including Bournemouth, Glasgow and York, increasing the choice for value-conscious 'Seekenders'
Research2 by Hampton by Hilton also points to a boost in demand for Brits to take a holiday at home, with almost two-thirds (64 per cent) of respondents planning to take as many or more UK holidays next year than they have done previously; and reveal why British "Seekenders" - those value-conscious travellers who seize the weekend to seek out new travel experiences - are keener than ever to embrace the beauty on their doorstep.
In Hampton by Hilton's photo challenge, 86 per cent of respondents mistook idyllic Lulworth Cove in Dorset, for a balmy, overseas beach resort, with nearly half guessing the photo was taken in Greece or Cyprus. Respondents presumed France, California or Italy, when presented with an image of a sunny vineyard that was, in fact, Biddenden, Kent; and Kew Gardens' romantic blossoms and Japanese architecture led 83 per cent of people to believe the picture was of a far more exotic and far-flung destination than Richmond, just a 20-minute train ride from central London.
Tal Shefer, Vice President of Focused Service Brands EMEA, said: "With more than half of Brits (52 per cent) planning to take a break in the UK in 2017, we're proud to enable travellers to discover new destinations on their doorstep in a way that's affordable. We have 18 Hampton by Hilton properties in the UK, and a further 16 in the pipeline, spanning some of Britain's most spectacular locations, including Bournemouth, Glasgow and York. . There has never been a better time for "Seekenders" - to explore incredible UK destinations, whilst enjoying our dedicated Hamptonality service."
When asked why a staycation features so heavily in 2017's holiday plans, the top answer from respondents was "to explore new areas not visited before", followed by "value for money" and "reduced travel time". One in 10 Brits surveyed claimed they have enjoyed some of their best holidays in the UK.2
Hampton by Hilton hotels across the globe offer guests a hot breakfast included in their stay and a range of amenities including a 24-hour complimentary fitness room, complimentary Wi-Fi and Hampton by Hilton's 100% Satisfaction Guarantee. All rooms feature an HDTV, in-room coffee and tea maker and the brand's signature 'Clean and Fresh' Hampton bed® to ensure complete comfort for every guest during their stay.
The brand participates in Hilton's award-winning customer loyalty program, Hilton HHonors®. Hilton HHonors members who book directly through preferred Hilton channels have access to benefits including an exclusive member discount, as well as digital amenities that are available exclusively through the industry-leading Hilton HHonors app, where HHonors members can check-in, choose their room, and access their room using a Digital Key.
1 The photo-challenge results
2 The research was conducted by Censuswide, on behalf of Hampton by Hilton, with 2,000 respondents aged 16+ in GB between 01.11.16 – 07.11.16. The survey was conducted from a random sample of UK adults. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles. Full survey data available upon request.
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About Hampton by Hilton
As the number one ranked lodging franchise for the last decade and one of the top five brands of the century, according to Entrepreneur®, Hampton by Hilton – including Hampton Inn by Hilton and Hampton Inn & Suites by Hilton – serves quality-driven and value-conscious travelers at more than 2,500 properties in 29 countries and territories. The brand continues to lead its segment by providing guests with high-quality, thoughtfully designed accommodations and amenities, such as modern and spacious rooms, complimentary WiFi, free hot breakfast with healthful options, and On The Run™ breakfast bags. Hampton by Hilton Team Members are committed to delivering exceptionally friendly and authentic service all backed by the 100% Hampton Guarantee™. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. For more information about Hampton by Hilton, visit www.hampton.com or newsroom.hilton.com/hampton, and connect on Facebook, Twitter, YouTube, and Instagram.
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 6,100 properties with more than 977,000 rooms, in 118 countries and territories. Dedicated to fulfilling its mission to be the world’s most hospitable company, Hilton welcomed more than 3 billion guests in its 100-year history, earned a top spot on the 2019 World’s Best Workplaces list, and was named the 2019 Global Industry Leader on the Dow Jones Sustainability Indices. Through the award-winning guest loyalty program Hilton Honors, more than 106 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy, plus enjoy instant benefits, including digital check-in with room selection, Digital Key, and Connected Room. Visit newsroom.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.Download Article Photos