New research from GetYourGuide reveals that just 24% of Brits take on the primary role of planning group holidays, with seven in 10 agreeing that a single 'Holiday Hero' is essential to turn a group chat idea into an actual trip. These 15 million planners devote significant time and money: 22% spend the equivalent of a full working week arranging flights, hotels, and experiences, while 49% end up out of pocket after covering upfront costs.
Planning avoidance on the rise
Almost half of British travellers (46%) confess to muting WhatsApp group chats to dodge planning duties, and a quarter of Gen Z (24%) admit to faking an illness to avoid helping out.
GetYourGuide's campaign with Jamie and Sophie
GetYourGuide has teamed up with podcasters and experienced travellers Jamie Laing and Sophie Habboo to reward the unsung Holiday Heroes. They are offering a chance to win £5,000 worth of GetYourGuide experiences, with 20 runner-up prizes of £200 vouchers each.
During a recent baby-free getaway to Paris, the couple competed for the Holiday Hero title. Sophie arranged a pastry class with a French grandmother, while Jamie won with his vintage car tour – reflecting the research finding that more men (58%) than women (53%) claim the hero role.
Jamie said: "Ever since a disastrous trip to Mykonos in 2024 which resulted in a hotel change minutes after arriving at the one Sophie hadn't even checked a photo of, I have proudly stepped into the 'Holiday Hero' role. I get very excited picking the destinations, researching the hotels and convincing Sophie to join me on unforgettable experiences. My next challenge is persuading her to join me in New Zealand for a touch of sky diving!"
Sophie added: "Whilst holiday admin isn't my forte, I excel in finding the hidden gem restaurants, and of course, bringing the vibes. Since Ziggy came along, we have a new Passenger Princess in the family who requires my full attention! I'll admit I don't always give Jamie the recognition he deserves for getting our holidays from ideas to reality, so it's brilliant that GetYourGuide are rewarding the nation's Holiday Heroes. Who knows what Jamie would have me doing if he got his hands on £5,000 worth of travel experiences!"
Expert tips for groups
GetYourGuide has enlisted Chelsea Dickenson, known as The Holiday Expert, to offer advice on navigating group dynamics. Drawing from her experience planning hundreds of holidays, from Rome getaways to Mykonos trips, she provides tips for both Holiday Heroes and Zeros this summer.
