Kiss and Tell

GRAB YOUR PASSPORT AND YOUR BIKINI, YOU NEED A HOLIDAY 12 May 2010

Crushing economic climate inspiring you to pack up your suitcase and flee to sunnier pastures? You’re not alone. A recent study into the holiday habits has revealed that Kiss are looking for escapism and not just to the places you might think. Phoebe James investigates...

Discussing the weather has long since been recognised as a typically ‘English’ method of introduction and something which is growing increasingly common given the constant debate surrounding the current cold snap that has gripped the UK. We, as a nation seem obsessed with discussing every little shift on the thermometer and with dark clouds set to ruin our long awaited summer, now could be the perfect moment to preoccupy ourselves with thoughts of potential tropical adventures.

We set out to uncover how our listeners are reacting to the rather depressing prospect of bad weather and low funds and found the answer to be a one worded response- admirably. The financial state of the United Kingdom’s economy at present could be a contributing factor of the people’s eagerness to plan an escape from England. When Kiss researchers asked listeners where they most wish to visit, Australia topped the dream destination charts with the Caribbean and United States battling for second and third place. A few answers were notably non specific, with participants stating ‘Anywhere, as long as it gets me away from here!’ In spite of the crippling economic state, the Kiss audience remain eager to escape the normalities of home life with 37% of them holidaying once in the last year and a further 37% jetting off on two or more occasions. The most common theme that links the top three dream destinations seems to be, understandably, the urge to catch some rays. As some very clever happiness scientists have discovered, the sun not only provides us with essential vitamin D but also helps ward off depression and fatigue. It’s little wonder so many of us are its devoted followers and with 84% of Kiss listeners voting beach holidays as their most favoured getaway, they think so too. Top dream country Australia is often heralded as a more attractive and alluring version of England where the people are bright, the weather is radiant and the way of life is deliciously relaxed. The USA shares many of these traits along with the obvious attribution of being an English speaking country; although we love to get away from the UK on our holidays abroad, we are a lazy lot who’d gladly try to cope with a heat wave rather than fumble with foreign pronunciation.

So why do we still insist on spending those had earned pennies in a potentially frivolous manner as opposed to saving them to ensure we can get through this economic doom successfully? Could this determination to holiday against all odds ironically be inspired by the flailing economy? Banking experts all over the world were seen to encourage businesses and in turn the general public to ‘keep spending’ in an attempt to revive the global monetary circulation. 36% of Kiss listeners have been on long haul holidays in the last year, a little surprising seeing as the price of an average return flight to Australia and the United States sits at a pricey average of £500. Taking a long haul holiday could be seen as more of an investment than a week partying in the Balearic Islands, (a flight that would only set you back about £100) and being money-wise is exactly what the government have recently been tirelessly promoting. It could be that the public took note of this request and continued to spend as normal in their own personal attempt at helping the economy on its way back up. Or it could be something much simpler; the primal urge to escape a negative situation in the pursuit of happiness. Holidays are our way of treating ourselves, we devote hours to the process; eagerly trawling internet sites, visiting travel agents and flicking through glossy brochures indulging our sunshine cravings. The current financial situation could be inspiring British folk to escape the swirl of money worries and flee to countries where the overpowering economic climate related talk is eclipsed by the far more enviable weather climate. According to an article published on the world politics website Australia and The United States score 40.6 on the vulnerability scale (a scale which predicts how 117 countries around the world will cope with the credit crunch) which seems a relief when compared with the United Kingdom’s total of 62.6- a figure so high that we narrowly miss out on joining the top three worst hit countries. With Great Britain encased in a bubble of doom its no wonder that its inhabitants are longing to burst onto the shores of sandy beaches and crystal blue seas where money problems are half a world away.

Kiss listeners have also revealed that they prefer to go on holiday with their relations as opposed to a rave up with their friends or a romantic getaway with their partner. Such choices reflect a money savers prerogative- as a young person, holidaying with your parents can result in a far cheaper experience than going away with a group of friends. Travel agents generally offer cheaper package deals for families and once the parents have been overcome with holiday enthusiasm they are more likely to treat their offspring to a cheeky meal here or ice-cream there and maybe, if you are really lucky, the flight costs- such luxuries that are just not feasible whilst away with your friends. This and the fact the Kiss listeners seem to be a sentimental lot (57% of those asked contact home whilst on holiday) combine to make a convincing case for jet setting with the family.

All this points to Kiss listeners as a rather sensible bunch, but they are not without ambition. They won’t let a dip in the economy stop them from indulging in the relaxation they deserve and although Ibiza, Zante and Ayia Napa may be destinations within easy reach, it is the adventure of travelling to far off countries such as Australia, America and New Zealand that really gets them going. Europe may be the British folk’s most realistic choice, but during the credit crunch it seems that investment- even on a holiday- is a worthy decision. So, in the words of Dizzie, 'Grab your your passport and your Bikini, you need a holiday'.