Londoners take the office on holiday
Hardworking Londoners log on when trying to switch off…on holiday, a new survey reveals.
With millions of Britons working up to 48 hours a week,* Londoners in particular don’t want to down tools altogether when they head off for some winter sun. The majority are choosing their getaway destinations on the basis they will have good Wi-Fi connections to keep in touch back home. They in fact prize the ability to stay connected with the office and friends twice as much as keeping cool in tropical climes, says the study by Exterion Media, Europe’s largest privately held Out-of-Home (OOH) advertising business.
Exterion Media in its regular work.shop.play. survey, which canvasses urbanites across the country, found that three-quarters (73%) of Londoners chose their holiday accommodation based on whether it had Wi-Fi or not – significantly higher than air conditioning (40%) or a swimming pool (30%) in their top holiday priorities.
“It seems Londoners would rather swelter in Mediterranean heat than go without their beloved Internet connection,” Jason Cotterrell, Managing Director UK, Exterion Media, said. “We know Londoners love to be connected, and are indeed some of the biggest technology users in the UK, but I just hope that they find some time to detox from their digital devices on the beach when they escape for some winter sun this year.”
The research also found:
• Londoners are more likely than those in other cities to enjoy a last minute weekend getaway (94%), because of the capital’s enviable transport links to get places quickly.
• Londoners are open to alternative holiday options such as gastrotourism (69%), ‘wellness’ breaks such as yoga retreats (43%), and ‘set jetting’ – where they visit locations seen in movies (30%).
• Londoners are more open to using peer-to-peer rental sites such as AirBnB for their holiday accommodation (72% compared with a 51% national average), and more likely to base their holiday decision on online research, using sites such as TripAdvisor, Expedia, and Skyscanner (94% compared with an 83% average).
“The results of our work.shop.play. study give an interesting insight into how Londoners approach their holidays. They are adventurous, digitally savvy, and take full advantage of having one of the best transport systems globally,” Cotterrell added.