While low-cost airlines are giving most Europeans the opportunity to take a break to warmer climates, holidays are still very much a luxury in Poland. In 2014, only one in three Poles will be able to go away for over five days, and only 3% expect to be able to go abroad.

In 2014, 60% of Brits plan to increase the amount they will spend on holidays. These findings are based on an online survey of over 1,000 Brits, and showed that holidaymakers are now more inclined to book a holiday after seeing a friends’ boastful social media photos than after reading a review or seeing an advertising campaign.

Luxury French travel service Au Fur et à Mesure is rethinking the answer to ‘where should I go on holiday this year?’ with a visual and emotional approach that's tailored to specific demographics, life events, and emotional goals – but is it a success?

The stereotypical image of a holiday masks a much larger variety of desires and options, connected to states of mind, emotions, personal interests and idea of leisure and enjoyment. How much do we still identify with white sands and blue sea?