Food has been revealed as a priority for Brits when holidaying abroad, with almost half (48%) booking their accommodation based on how good the food is nearby.
New research from Expedia's ‘Europe on a Plate’ campaign reveals that food has become an integral part of booking a holiday for almost a third of Brits (32%) – which makes it more important than cultural experiences such as museums and galleries (24%), outdoor activities (13%), and even a friend's recommendation (17%). Surprisingly food is almost as motivating for Brits as visiting a famous landmark (32%).
In fact, more than 40% decide where to have their evening meal even before jetting off on holiday!
This research reveals that the UK is increasingly becoming a nation of foodie travellers, with a boom in the number of ‘gastro-holidays’ taken in the past three years. One in 10 Brits will go on a holiday in 2016 where the local cuisine is a deciding factor in destination choice – this is five times as many people as in 2013. Even when deciding whether to revisit a destination, food has been revealed as a deciding factor with a third (30%) choosing to return solely based on a good food experience.
To help foodie holidaymakers pick top gastro-destinations, Expedia has launched ‘Europe on a Plate’ (http://expediablog.co.uk/category/europe-on-a-plate/) – a new guide compiled by 12 of the world's most renowned food and travel bloggers, featuring must-try food experiences to help them eat like a local. Experts from 12 countries offer guides to help travellers make the most of their holiday meals, whether sampling timballetti in Palermo or taking to Copenhagen to scoff smørrebrød.
Alex Platts, Commercial Director, Northern Europe, for Brand Expedia comments: “Its great to see Brits are a becoming nation of foodies and looking to broaden their food horizons when it comes booking their next trip.
Whether you’re looking to research great places to eat nearby your hotel, or well off the beaten track, Europe on a Plate offers a wealth of inspiration from the best food experts who have tried the recommended dishes first hand.”
Expedia® is one of the world's leading full-service online travel agents offering access to hundreds of thousands of hotels including boutique hotels as well as major hotel brand names and access to over 400 airlines along with a wide selection of car hire and destination experiences. By combining choice with specialist tools to help refine these options, Expedia.co.uk helps travellers to find and create the trip that best matches their individual requirements. Now with the award-winning Expedia mobile app you can plan and book flights and hotels on the move. The Expedia app offers helpful tools to manage your trip including: airport terminal maps; hotel check out time and flight status notifications; maps to your hotel and a host of other features. Expedia.co.uk partners with loyalty programme Nectar in the UK enabling its customers to collect 200 Nectar points on flight only, hotel or car hire bookings and 1000 points on package purchases through www.expedia.co.uk.
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About the research
All figures, unless otherwise stated are from a OnePoll research study, conducted between 16 March and 6 April 2016. The sample was 14,000 adults across 14 European nations with interviews conducted via the OnePoll online omnibus. The nations surveyed were the UK, Republic of Ireland, Germany, France, Spain, Italy, Switzerland, Sweden, Finland, Austria, Belgium, Denmark, the Netherlands and Norway. Quotas and weighted to be representative of the population.
Research from OnePoll showed that 9.1% people have either already been on or are planning a holiday in 2016 where food was a deciding factor in the destination. This is up from 1.6% in 2013, equating to an increase of 468% - or more than five times as much