76% of Brits can’t identify ‘exotic’ UK holiday destinations

Britons are “baffled” when it comes to identifying some of the UK’s most exotic-looking holiday destinations, according to new research.

In a photo challenge created by hotel brand Hampton by Hilton, some 76% of the 2,000 respondents mistook British holiday spots for exotic, overseas destinations including Greece, Cyprus, Japan, France, New Zealand and California.

Some 86% of respondents mistook Lulworth Cove in Dorset, for an overseas beach resort, with nearly half guessing the photo was taken in Greece or Cyprus.

Respondents presumed France, California or Italy, when presented with an image of a sunny vineyard that was in Biddenden, Kent, while the blossoms and Japanese architecture of Kew Gardens led 83% of of respondents to believe the picture was of a far more exotic destination.

Meanwhile, the research also pointed at a boost in demand for Britons to take a staycation with almost two-thirds (64%) of respondents planning to take as many or more UK holidays this year than they have done previously.

When asked why a staycation features so heavily in 2017’s holiday plans, the top answer from respondents was “to explore new areas not visited before”, followed by “value for money” and “reduced travel time”.

One in 10 Brits surveyed claimed they have enjoyed some of their best holidays in the UK.

Tal Shefer, vice-president of focused service brands EMEA at Hampton by Hilton, said: “With more than half of Brits (52%) planning to take a break in the UK in 2017, we’re proud to enable travellers to discover new destinations on their doorstep in a way that’s affordable.”

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