LONDON - Nearly two-thirds (42 percent) of Brits would only try a new holiday destination if the location came recommended by a friend, according to a new study[1] commissioned by Hilton HHonors, the loyalty program for Hilton Worldwide's 10 distinct brands. Hilton HHonors has partnered with Travel Expert Ben Fogle and will be motivating UK travellers to try new holiday experiences during The Great Getaway sale, which offers up to 40 percent off stays completed between now and 30th September 2012, at any of the participating hotels within the Hilton Worldwide portfolio.

The study was conducted on travel trends to uncover the British holiday habits. Research revealed several notable results, including:

  • Getaway and Show Off: While many aren't quick to try somewhere new, more than 60 percent of respondents show off past holidays to friends and family to encourage others to experience the destination.
  • Wish You Were Here: A quarter of Brits admit to texting and emailing people when on holiday to share their experience.
  • Rain, Rain, Go Away: More than half (61 percent) of the survey respondents are influenced by the weather when planning their next holiday.
  • Take Me Away: More than 60 percent of Brits only feel like they are really "getting away from it all" when in a different environment.
  • Tag Me: Almost three-quarters (71 percent) of 16-24 year-olds in the UK share all their holiday news via Facebook.

Ben Fogle says, "The research shows that most Brits need a complete change of scenery to feel that they are 'getting away from it all', so it's really important for everyone to get out there and try new things. I always encourage people to experiment while on holiday by taking part in a new activity or even just trying a different cuisine. If a change is as good as a break, why not do both?!"

To help British travellers explore somewhere new, Hilton HHonors, in partnership with Ben Fogle, compiled a list of destinations that will provide a fresh twist to the familiar.

Palermo, Italy

 

Palermo is the sightseeing capital of Sicily, and the Italy's largest historic centre outside of Rome. Highlights of the area include lakes, museums, sprawling markets and beautiful, ancient architecture. Stay at the Excelsior Hilton Palermo Hotel.

Zagreb, Croatia

 

Zagreb is a unique city, combining the best of Eastern and Western Europe. The city is full of energy but with a graceful old-world feel and boasts a delightful mix of world-class restaurants and boutique shops, along with traditional pubs and rowdy beer halls. Stay at the Hilton Imperial Dubrovnik Hotel.

London, UK

 

London has an amazing year ahead. With so many cultural events planned, the UK's capital is a great place to visit this year. Stay at the London Hilton on Park Lane Hotel.

Reykjavik, Iceland

 

Reykjavik is the gateway to Iceland, and the country's biggest city. Reykjavik also bears the distinction of being the northernmost capital of the world with an internationally recognized music and arts scene and a notoriously wild nightlife. Stay at the Hilton Reykjavik Nordica Hotel.

Stockholm, Sweden

 

Stockholm is a vibrant, modern city, famous for producing sleek designs, edgy fashion and world-class nightclubs. Stay at the Hilton Stockholm Slussen Hotel.

Sofia, Bulgaria

 

Sofia is one of Europe's most compact and walkable capital cities. With a young and dynamic vibe, the city combines an amazing mixture of the old east-meets-west feel. A scattering of domed churches and Ottoman mosques share the skyline with glitzy shopping malls and five-star hotels. Stay at the Hilton Sofia Hotel.

St Andrews, Scotland

 

The romantic coastal city of St. Andrews is the home of golf and Scotland's oldest university. This historic town caters for all outdoors tastes - from strolling through the charming cobbled streets to playing some golf or even taking a swim in the sea. Stay at the Hilton Dundee/St Andrews Coast.

Frankfurt, Germany

 

Frankfurt is the smallest metropolis in the world, with a fantastic mixture of history, business and culture. Visitors will be delighted by cuisine, architecture and culture. Stay at the Hilton Frankfurt Hotel.

Utrecht, Netherlands

 

The Venice of the Netherlands, Utrecht features a unique wharf system in its inner canals. This ancient and historic city showcases the rich history of an amazing country. Stay at the Hilton Royal Parc Soestduinen Hotel.

Baku, Azerbaijan

 

Baku is considered one of the most beautiful cities of the world and is located at the meeting point of Europe and Asia, creating a fantastic fusion of cultures and experiences. The name of the capital is interpreted as "windy city" or "hill," "city on a hill". Stay at the Hilton Baku.

 

"Europe has a wealth of amazing, less familiar destinations that many Brits would find very interesting," said Jeff Diskin, senior vice president, global customer marketing, Hilton Worldwide. "The Great Getaway provides travellers with additional reasons to travel outside their comfort zone and experience more this season - for less."

Guests looking to experience the world for less can book a stay through The Great Getaway between now and 23rd July 2012. For more information or to become a Hilton HHonors member, visit HHonors.com.

For full terms and conditions, visit HHonors.com/Getaway.

*Survey Methodology

Hilton Worldwide partnered with research firm Opinion Matters to conduct a survey among a nationally-representative sample of 1,020 UK adults who are planning on going on holiday abroad in the next 12 months. The research was carried out between 17 April 2012 and 01 May 2012.

[1] Opinion Matters, April 2012

Contact:
Scott Carman
Hilton Worldwide
(703) 883-5803
Scott.carman@hilton.com
news.hiltonhhonors.com

About Hilton HHonors
Hilton HHonors, the award-winning guest-loyalty program for Hilton Worldwide’s 10 distinct hotel brands, offers its 34 million members more ways to earn and redeem points than any other guest-loyalty program, enabling them to create experiences worth sharing at more than 3,900 hotels in 90 countries and territories. HHonors members can now redeem points for any room, anywhere, anytime, including the most luxurious suites, using any of four room rewards: Premium Room Rewards, Room Upgrade Rewards, Points & Money Rewards and Standard Room Rewards. In addition, HHonors members can use points to purchase unique experience rewards, merchandise and vacation packages, make charitable contributions and more. HHonors is also the only guest-loyalty program to offer ‘No Blackout Dates’ and ‘Points & Miles’ for the same stay at its properties worldwide, including participating Waldorf Astoria Hotels & Resorts, Conrad Hotels& Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. Membership in HHonors is free, and travelers may enroll online by visiting www.HiltonHHonors.com or connect with Hilton HHonors at news.hiltonhhonors.com.

About Hilton Worldwide
Hilton Worldwide is a leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For 94 years, Hilton Worldwide has offered business and leisure travelers the finest in accommodations, service, amenities and value. The company is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Its brands are comprised of more than 3,900 hotels and timeshare properties, with more than 650,000 rooms in 90 countries and territories and include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages the world-class guest reward program Hilton HHonors®. Visit www.hiltonworldwide.com for more information and connect with Hilton Worldwide at www.facebook.com/hiltonworldwide, www.twitter.com/hiltonworldwide, www.youtube.com/hiltonworldwide, www.flickr.com/hiltonworldwide and www.linkedin.com/company/hilton-worldwide.