- The power of nostalgia seems to be driving Brits’ travel choices, according to new research by Jet2holidays. The survey finds that almost three in four (72%) say they are influenced by memories of the past when choosing their holiday destination. In fact, 71% return to places they visited as a child.
Key findings
On the same beaches, in the same hotels
One in five (19%) choose to stay in the same hotel, eat the same local cuisine, and enjoy the same beaches they remember from their childhood. Holidays are thus turning into a journey through time, with many seeking to relive old experiences or share them with their own children and partners.
Memories and Wellbeing
Among those who revisit childhood destinations, two-thirds (67%) do so to relive fond memories, while 39% want to share these experiences with loved ones. Over a quarter of respondents (29%) say that a sense of nostalgia contributes positively to their mental wellbeing.
Holidays abroad are the most cherished childhood memories
Jet2holidays research reveals that summer family holidays abroad are the most cherished childhood memories for Britons, even surpassing birthdays or Christmas. Specifically, 39% rank them first on the list of their most vivid memories.
Top 10 childhood memories of Brits:
- Summer holidays abroad with family – 39%
- Playing with friends – 34%
- Birthdays – 27%
- Visiting relatives – 23%
- Christmas – 22%
- First pet – 20%
- Learning to ride a bike – 15%
- Last day at school – 13%
- School sports day – 10%
- Staying up late on New Year’s Eve – 9%
Family time and simplicity are the “keys” to memories
More than half of the respondents (54%) said that childhood holidays were special because of the quality time they spent with family. This was followed by the activities (40%) and the destination itself (39%).
At the same time, 24% of respondents noted that returning to an old destination offers them a sense of comfort and a return to simpler times.
Nostalgia has a… tourism future
It is noteworthy that for those who have not yet returned to a childhood destination, more than half (57%) express the desire to do so in the future.
The study highlights that tourism is not only about the search for the new, but also the need to connect with roots, memories, and the emotional warmth of the past.
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