New research from Aviva reveals that holidaymakers are increasingly going away with grandparents, parents, siblings, cousins and friends in a bid to get some quality time together compared to a decade ago. 


The study reveals that more than a third (35%) actively choose to go on holidays with friends and extended family members. 

Outside of key periods in the year for “family time” like Christmas and New Year, the research reveals that the top reason for Brits to go away in extended groups is to spend more quality time together (51%). Out of those who go on these group holidays, 35% feel more inspired to do more exciting activities and nearly a third (32%) say it helps to share the burden of costs. More than one in ten (15%) say group holidays allow them to share childcare responsibilities. 

The research also showed that those holidaying with the same group of friends and family have been doing so for an average of almost seven years. 

Nearly a fifth (17%) say going away as a group means they benefit from a “free-cation”, and adults aged between 35-44 are just as likely to rely on mum and dad for an all-expenses paid trip as young professionals aged 25-34 (14%). People in East Anglia are most likely to go on group holidays to get a free break (26%), followed by the South East (21%) and Yorkshire & Humber (14%).


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