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Brits to be a nation of explorers in 2014

Brits to be a nation of explorers in 2014

Exploration is the key holiday trend for 2014 as research published today reveals that two thirds (65 per cent) of Brits are keen to experience something new on holiday this year.

In addition Brits are proving their holiday ambition grit with over a third (35 per cent) believing they will be able to tick off their bucket list of top destinations to visit in their lifetime. One in ten think it is likely or very likely that they will experience them all, according to the research from Celebrity Cruises.

Brits are keener than ever to venture into the unknown with trips that will exercise the mind, rather than the body. The biggest holiday ambition is to visit a famous site (30 per cent), followed closely by being able to see wildlife (25 per cent) and experience a new culture (18 per cent).

Celebrity Cruises commissioned the research ahead of the launch of ‘Ben Fogle’s Great Adventures’ – a series of unique and exclusive shore excursions developed for those keen to add an alternative element to their holiday and really make the most of their time away. Writer, broadcaster and explorer Ben Fogle was appointed as the Celebrity Cruises ‘Destination Expert’ in 2013 to share his knowledge of the world with the cruise line’s guests and even shape the experiences they have on holiday. From life as a castaway on a Scottish island, to racing across the Antarctic and trekking the Sahara, he is certainly well qualified to advise on adventure and how to add a different dimension to holiday programmes. The new shore excursion programme includes speedboat rides and snorkelling with salmon in Norway, a gastronomic tour through Sicily, triathlon trails in Croatia and kayaking through the Stockholm archipelago.

Specifically Brits are keen to raise the bar, or even out-do friends and family when it comes to choosing our holiday. A quarter of those surveyed (24 per cent) choose their holiday based on the opportunity to do something and go somewhere completely different, compared to only three per cent who book their holiday based on a family or friend’s recommendation. The over 55s are the most innovative holidaymakers as 23 per cent are keen to do something different, compared to just 16 per cent of under 24s.


Brits’ bucket lists for 2014 reveal that we are keen to explore shores closer to home with 32 per cent opting for holidays in Europe, compared to 12 per cent in Australia and New Zealand, 10 per cent to the Caribbean and North America. Just three per cent are keen to follow the sporting hype of the World Cup and travel to South America.

Commenting on the results, Ben said, “It is really encouraging to see Brits realising that holidays can be more than a break away and an opportunity to try something different. Many are keen to realise their ambitions to take the road less travelled and immerse themselves in new cultures and experiences. With the launch of my Great Adventures, Celebrity Cruises are leading the way in innovative and exclusive shore excursions across the globe that will add a new and exciting dimension to their cruise holidays in 2014 and beyond.”

Jo Rzymowska, managing director for Celebrity Cruises UK & Ireland adds, “Exploration and enhancing the travel experience for guests are at the heart of Ben Fogle’s Great Adventures. As Blue Monday is officially behind us and with the first payday of the year approaching, , now is the time to plan exciting holidays for the year ahead. The research published today suggests that 2014 will be the year Brits truly broaden their horizons on holiday. With ambitions to tour famous sites, become immersed in a new culture and savour new cuisine, exploration looks set to be the holiday trend for this year.”

Ben Fogle’s Great Adventures offer Celebrity Cruises guests the opportunity to embrace the spirit of exploration with excursions that include speedboat trips and snorkelling with salmon in Norway, a triathlon-themed tour across Croatia, a nature-themed excursion across the Stockholm archipelago by kayak and RIB boat and a gastronomic tour of Sicily.