A new study of 2,000 British holidaymakers reveals that many feel significantly younger while on vacation, with 16% reporting an average perceived age reduction of 13 years. The research, commissioned by San Miguel, found that 63% of respondents engage in activities abroad they would not normally consider at home, such as daily cocktails, spontaneous spending, and bolder clothing choices.
More than a third (34%) said they are more open to trying new activities like watersports, quad biking, and kayaking. City walking tours, open-top bus rides, and beer or wine tastings were also popular holiday staples. Two-thirds of those surveyed said they become the 'best version of themselves' when away from daily pressures, and 19% feel they are only their 'true self' on holiday.
Millennials emerged as the most adventurous age group, attributing their holiday behaviour to switching off from chores and work emails. Over a quarter (28%) said they are more sociable on holiday, while 30% feel more spontaneous due to being out of their normal routine. The research also highlighted that 22% of people plan to live more in the moment, exercise more, and spend more time outdoors after returning home.
Ed Hussey, a spokesperson for San Miguel, said: 'Our research shows holidays give people permission to be more spontaneous, sociable and carefree.' The brand is launching a 'Holiday Mirror' experience to help people maintain that carefree mindset. Simple pleasures like a beer in a pub garden (26%) or hosting a BBQ (31%) were cited as ways to recreate the holiday feeling at home.
