“When this is all over…”

7 December
United Kingdom
New research from Accor to coincide with the launch of the new ‘ALL Gift Card’ shows that “when this is all over” has become part of our daily language and we need something to look forward to.

Brits are so fed up with coronavirus, the phrase ‘When this is all over…. ‘ has become part of everyday life. Seven out of ten ( 71%) of us have said it since all this began – four out of ten start a sentence with it every week …and a fed up 13% say it every day. That’s around 6 million people.

The events of 2020 have left Brits frustrated, annoyed and bored at not being able to plan ahead and it seems we’re a nation desperate for something to look forward to. The answer this Christmas is to experience gifts. Sure, we could all fill up our homes with more stuff. But experience gifts give so much more. And this year, more than ever, they give us what we need: something to look forward to.

Accor commissioned new research to demonstrate the value of experiences and the need for anticipation. Three quarters of the 2,000 adults surveyed said they would get more of a kick out of an event or something to do rather than a physical item as people long for something to look forward to. As a result, 39 per cent believe experiences, such as weekends away or meals out, would make for better gifts this Christmas instead of 'just things'. In fact six in 10 Brits intend to give 'experiences' instead of material gifts this year as the pandemic makes them appreciate living in the moment.

It comes after the events of 2020 have left Brits feeling frustrated, annoyed and bored at not being able to plan ahead, and therefore looking to make up for lost time in 2021.

The research was conducted on behalf of Accor to launch its new ALL gift card after it teamed up with James Wallman, author, futurist and founder of the World Experience Organization (WXO), to reveal the true value of experiences.

James, said: “Right now, more than ever, we’re all in desperate need of a break - from home, from the monotony of life under lockdown, from the drip, drip, drip of ‘Will we? Won’t we? Be set free from lockdown’, from the up-down corona-coaster of worry and hope.

“We all need something to look forward to. Anticipation is free happiness. This is one of the reasons experiences are so much better than stuff at making us happy - and, weirdly, why experience gifts are so much better value for money. Because when you give someone an experience gift you’re getting triple value out of it – the anticipation, the enjoyment of the experience itself and the memories it gives them. That’s why this year by giving the gift of travel or experience you’re giving something that’s actually very hard to put a price on - something to look forward to.”

It also emerged only 14 per cent were planning to give someone a gadget this Christmas, but two-fifths were considering paying for someone to have a weekend away. Two-thirds of those polled said they’d be thrilled to receive an experience as a Christmas gift. Another 37 per cent even believe the anticipation in the lead up to enjoying the experience makes it feel like a bigger gift, while 67 per cent prefer it as the memory lasts far longer than a physical gift.

Stephanie Jaffre from Accor, commented: “This year more than ever, everyone needs a break and something good for ‘when this is all over’. So the best way to bring some hope and cheer this Christmas is to give people something to look forward to. As our research shows, the gift of anticipation is free joy. The opportunity to give someone the gift of a weekend away, is potential to gift happy memories, relaxation, a change of scene and even the opportunity to explore somewhere entirely new. After this year I think we can all hope for that.”

Available to buy for loved ones, family and friends the ALL Gift Card is the ideal present for those in need of an experience, a night away or a little pampering. With values available from £20 to £250, give the gift of an experience to anticipate, enjoy and remember after a year where the nation has dreamt of travel and experiences.

The study also found that 41 per cent feel trips away are important to them, with 30 per cent daydreaming about things like holidays long before they even book them. Almost six in 10 (57 per cent) adults even claimed to feeling ‘positively thrilled’ when booking a holiday, compared to only 18 per cent when buying a new smartphone.  Holidays abroad (34 per cent) and weekend breaks (26 per cent) which have been booked in are also more likely to be posted about on social media than buying an expensive item. The study also found more than one in five plan to have more holidays next year to make up for the lack of trips in 2020 as 72 per cent are feeling the need for a break.

James Wallman added: “One of the pillars for happiness is autonomy - by allowing them to choose where they go and what they do – a romantic break, a night away with friends, a spa break? - you’ve also increased happiness. One of the reasons this coronavirus has got us down is we’re not getting to choose what we do. That’s why travel vouchers are so good – autonomy, anticipation, experience and memories all wrapped up to make a much better present especially for this cooped up Christmas.”

To give the gift of an experience, visit www.accor-giftcards.com

 

Photo Credit: Father Christmas at Fairmont St Andrews

 

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Those who receive an ALL Gift Card have a host of cities and locations to choose from with over 200 participating UK properties, including Fairmont, Sofitel, MGallery, Pullman, Mercure, Novotel and ibis. Gift Cards cannot be returned or refunded.

For more info and participating hotels visit www.accor-giftcards.com

Press contacts

Sarah Wilson

Director of Communications – Accor, Northern Europe

M. 07584 335181 E. sarah.wilson@accor.com

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