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Meaningful and Nostalgic Travel Experiences

FREE FOR EDITORIAL USE Story from Jam Press (Nineties Holiday Nostalgia) Pictured: Marella - Movies by moonlight. The votes are in! The ‘90s was the best time for holidays for nostalgic Brits, new research reveals The golden age of holidays has been revealed – with Brits naming the nineties as the decade that delivered the most memorable getaways, according to new research. The decade that brought us the internet, The Spice Girls and Pokémon is also the era that travellers look back at most fondly. Gen X (aged 45-54) is mourning the ‘90s holiday the most, with over one in three Brits (35%) saying it delivered standout holidays compared to what’s on offer in 2026. In second spot was the 2000s, which reigned supreme for nearly 2 in 10 Brits. Comparatively, the 2010s and 2020s were only favoured by a measly 6% and 8% respectively. Though 34% of trip-goers said holidays haven’t really changed at all. The research by Marella Cruises to celebrate its 30th birthday sailing the seas, released today (8 April), also unlocked what makes for a perfect trip abroad. Travellers are increasingly seeking trips that feel more meaningful and memorable. The nineties is seen as a better time for holidays because experiences felt more immersive (14%), while others said travellers were more present in the moment (11%). The core reason people go on holiday hasn’t changed – the top motivations remain quality time with loved ones (32%) and taking time out for a mental reset (32%) – but phones are seen as the biggest barrier to connection. Of those surveyed, 38% of Brits said constant screen time gets in the way of socialising. Cruises could hold the key to recreating that nostalgic holiday spirit. Brits (14%) said they associate cruises with a steady availability of off-screen entertainment – from live gigs to family games and everything in-between creating natural opportunities to spend time together. Additionally, around one in 10 UK adults (12%) feel heading out to sea would help them properly switch off and escape everyday stress – especially because it’s less hassle than a traditional holiday (16%). Holidays are when Brits feel most open to connecting with others, with a quarter saying they felt more relaxed and confident while away from home. Of those surveyed, a lucky 7% met the love of their life on holiday. Meanwhile, 15% met someone on holiday that they still keep in touch with to this day and 14% formed life-long friendships. Others say they are more sociable simply because they are free from everyday responsibilities. This appetite for connection is reflected in what travellers want from holidays today with 24% prioritising a social atmosphere that feels natural and not reliant on apps or technology. Live entertainment (18%) and adults-only options (18%) are also high on the wish list, alongside longer, slower trips and wellness-focused breaks. The findings come as Marella Cruises celebrates its 30th anniversary with a nostalgic, 90s-inspired entertainment line-up tapping into the growing appetite for throwback experiences. The brand’s all-inclusive approach, covering everything from flights and transfers to food, drinks and entertainment, aims to recreate the ease and sociable atmosphere many associate with holidays of the past. Chris Hackney, CEO at Marella Cruises, said, “With Marella Cruises marking 30 years in the UK, we’re excited to celebrate at sea with acts from all three decades to attract both new and returning cruise customers. “Our customers value our all-inclusive offering and seamless end-to-end service, and this celebration will take them on a nostalgic journey back to 1996 with music, quizzes and onboard entertainment inspired by the era. “We can’t wait to welcome guests aboard our ships to celebrate this milestone birthday with us.” Ultimately, the perfect holiday hasn’t changed all that much. The top “ideal moment” for Brits is still watching the sunset over the sea with a drink (22%), followed by seeing loved ones happy and relaxed (18%), and simply doing nothing together (10%). ENDS EDITORS NOTES: The survey commissioned by Marella Cruises was based on a sample of 2,000 UK adults aged over 18+ For more information about Marella Cruises, please visit here

A new study has revealed a growing demand for meaningful and nostalgic travel experiences. The research from Marella Cruises shows…

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