Keeping up with the Joneses: UK holidaymakers copy friends’ holidays

Published on 1 January 1970 by Raffick Marday

Last week, Compare Prepaid brought you the news that 80% of Brits choose to return to the same holiday destination each summer, with 40% even opting to go back to the same resort or hotel.

compare travel cardsNow further research has highlighted our reluctance to fly into the unknown, with over three quarters of holidaymakers saying they visit holiday resorts overseas that have been recommended by friends.

Research by found that when deciding where to go on holiday, 78% of UK adults shun reviews, proximity to home and nightlife in favour of holidays taken by friends in the past.

The online travel agency found that 54% of those surveyed had visited the same destination as their friends because the friend in question had given the resort or accommodation a good review.

According to, people struggle to break their own holiday habits because going back to the same place each year gives them “peace of mind”.

However, in a classic case of ‘keeping up with the Joneses’, over a third of respondents told that they copied a friend’s holiday to satisfy their competitive streak.

Chris Clarkson, co-founder of, said: “If your mate has just got back from a luxurious Caribbean resort and you’ve been visiting the same rainy resort in Cornwall for as long as you can remember, it’s bound to strike a competitive chord somewhere within you and make you want to visit somewhere just as good, if not the same, resort as them.”

But despite the fact people choose a resort based on a friend’s recommendation, 21% said they were left ‘disappointed’.

Perhaps this is because almost half of respondents (45%) admitted to embellishing their adventures overseas, making them sound better than they actually were when describing them to friends and family.

Around 27% did this to invoke the green-eyed monster in their listeners, while a fifth said they exaggerated to make it sound like they had more money than they actually did.

Remember to compare the market before buying your travel moneyto keep overall holiday costs to a low.


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