The survey was conducted by Ipsos in twenty four countries around the world including the United Kingdom. It surveyed 18,778 adults in November of 2010; over 1000 British people participated. The global results echoed those in the UK, as 35% of respondents around the world placed relaxation at the top of their priorities.

According to Francis these results demonstrate that many people use holidays to escape the stresses of modern life. He states: “Our customers use their time abroad to catch up on sleep, laze in the sun and relax. This is very important as life can be quite stressful, and holidays are a crucial reprieve from everyday pressures; it comes as no surprise that 43% of British people see relaxation as their number one priority whilst taking a pleasure trip or holiday.”

Francis recommends that British tourists interested in relaxing embark on holidays to Greece and other Mediterranean destinations. He concludes: “The Mediterranean is the perfect destination for a relaxing trip away: it is close by, has wonderful warm weather and a wide array of convenient, luxurious resorts. A trip to this area will be perfect for the many British travellers who are just looking to relax, unwind and get away from the stress of everyday life.”