A holiday used to be a two-week affair once a year. But with always-on lifestyles and enticing getaways at the click of a button, Britons are escaping the daily grind in shorter stints, more than ever before. So how can brands tap into the UK’s newfound passion for bite-sized getaways?
Xavier Font is a professor of sustainability marketing at Surrey University, developing creative methods of sustainable tourism production and consumption for the tourism and hospitality industries. He’s consulted for the likes of VisitEngland, VisitWales, Fáilte Ireland, Fair Trade Tourism South Africa, the Catalan Tourist Board and WWF.
Ian Hsieh is a Cornwall-based journalist specialising in music, technology and visual arts. He writes words for global brands and publications, including Audi, Kodak, Highsnobiety and Bandcamp.