Research finds holiday time more valued than pay rise

However, these benefits reportedly only lasted for 11 days on average in the UK, the shortest amount of time compared to the US and China.

The study also found nearly 95% of respondents agreed they are most likely to step outside their comfort zone on a holiday and more than a third of travellers did something unexpected while away, like trying a new sport.

The most popular takeaway is cooking or eating new foods, which stands at 56% across age groups and regions.

“As we continue to innovate the Four Seasons guest experience, our global market research provides insight into how travellers prioritise and value time, both generationally and across regions,” said Christian Clerc, Four Seasons’ president of global operations.

“Today’s travellers are seeking purpose through authentic experiences, and returning home with a different understanding of the world around them.”