New research commissioned by Marriott Bonvoy has revealed a surprising insight into how Brits make decisions: 41% spend just as long planning their weekly supermarket shop as they do their next holiday.
The study, released as Marriott Bonvoy launches a new partnership with Nectar, suggests that food shopping habits may be a hidden guide to holiday preferences.
Findings showed clear links between what people put in their baskets and the types of getaways they seek:
- Bakery lovers were most likely to choose city breaks, with Amsterdam and Madrid among the top picks.
- Cheese and charcuterie fans leaned towards luxury escapes such as the South of France and Milan.
- Sweet tooths preferred beach holidays, with nearly half opting for coastal destinations.
- Adventurous eaters were drawn to foodie travel, from wine tours in South Africa to seafood in the Greek islands.
- Health-conscious shoppers looked for wellness retreats and outdoor escapes, including the mountains and lakes of Austria.
The research also highlighted the strong connection between food and travel dreams. Nearly seven in ten Brits said they want to taste iconic dishes in the countries where they originated, and over six in ten are already recreating those flavours at home. Tapas in Spain, waffles in Belgium, baklava in Türkiye and spaghetti Bolognese in Bologna all featured highly.
Food habits also carry over into holiday behaviour. A third of respondents said they eat more adventurously when abroad, and a similar number bring home edible souvenirs to keep the memories alive.
Broadcaster Roman Kemp has been brought on board by Marriott Bonvoy as its ‘Getaway Guru’ to spotlight the research. He said: “Choosing where to go on holiday is always a tough one, but what if the answer has been sitting in our trolley the whole time? As Marriott Bonvoy’s Getaway Guru, I want to help people go from check-out to check-in, turning everyday shopping trips into unforgettable escapes.”
