6th August 2019

Regular holidays, reading a good book, getting a great deal, having reliable neighbours and belly laughing with friends are just some of life’s essentials that Britons value the most, according to a new study out today by Travelodge.

The budget chain which welcomes nearly 19 million people across its 583 hotels,    surveyed 1,500 British adults to discover what the nation values the most in life.

Key findings revealed that top of the 50 strong list is spending quality time with the family (44 percent). In second place is having a happy, settled home life (43 percent) and in third place is having good health (41 percent), followed by a faithful partner (35 percent).

We also cherish our parents (33 percent), spending quality time with our children (32 percent), and our other half (29 percent).


The study also revealed that 84 percent of those polled said we’re now more experience driven than any previous generations.


Trying new experiences and discovering new places is of the utmost importance for modern Britons, as over a third (36 percent) value regular holidays and weekends away. Just over a fifth (22 percent) of adults appreciates being at one with nature and exploring Britain’s countryside. More than one in five respondents (21 percent) said the freedom to travel whenever and wherever was a precious gift in modern life.    


Good mental health (38 percent), belly laughing with friends (35 percent) and having honesty in all of our relationships (34 percent) also made the top 50 poll.


According to the study, an overwhelming 91 percent of those polled thought that as a nation our values have changed and evolved over the years.


Other key findings revealed that living in a fast-paced world is taking its toll on Britons as 21 percent of adults reported getting eight hours of uninterrupted sleep has become a precious commodity.  A fifth (20 percent) of Britons reported that having a whole day to do nothing was priceless whilst 12 percent of tired adults place value for a weekend lie-in.  Interestingly, despite living in a social media world just nine per cent of Britons surveyed stated that they value social media in their lives.  

The study also found that we have become a value conscious nation just like the war generation who strived on getting a bargain. Nine out of ten adults (91 percent) polled believe value for money is more important in Britain than ever before, with 95 percent admitting they always shop around for the best deals.

In today’s world, 28 percent of adults value getting a good bargain and rely on coupons whilst for 11 percent of Britons loyalty schemes has become a key life essential. Eleven percent of respondents surveyed reported that they are savvier with their cash than their parents were.

Other interesting items to make the poll of things Britons value the most are a third (33 percent) of respondents value the NHS.

A host of less traditional aspects also made the list, including being able to park outside your house, drinking good quality coffee, getting clean water from the tap. As well as having a garden and the simplicity of a good mug of tea.

Interestingly just 19 percent of Britons reported that they value the freedom of speech. 

Seventeen percent of Britons value Netflix and 16 percent of respondents reported they appreciate service with a smile.

The survey also found that 41 percent of Britons believe that as a nation we are less community minded nowadays. Whilst 59 percent of us feel we are completely immersed in an online world.

Over a third (36 percent) of Britons believes we place less emphasis on good manners.  Whilst 26 percent of adults reported that they have higher expectations than their parents had and 21 percent believe that they are more tolerant than their parents,

Whilst a further 31 percent said they want more from their life than their mother and father did.

Just over three out of ten (31 percent) of adults reported that they care more about the environment now than they ever did.

Shakila Ahmed, from Travelodge said: “Our research shows that we have become a value seeking nation that is striving to get the most out of all aspects of our lives. We want our time, money, friendship and love to work hard for us and provide a good return.”

“At Travelodge, we are seeing a growing trend in more Britons maximising their leisure time by eliminating the traditional two week holiday and booking lots of short breaks throughout the year. This way they can extend their leisure time throughout the year and do more experiences and have multiple short bursts of quality time with family and friends.”   

Listed below is the top 50 things Britons value the most:  

1.       Family time - 44 percent

2.       A happy home - 43 percent

3.       Physical health - 41 percent

4.       Mental health - 38 percent

5.       Faithfulness in your relationship - 35 percent

6.       Laughing with friends - 35 percent

7.       Your overall wellbeing - 34 percent

8.       Honesty - 34 percent

9.       Trustworthy friends - 33 percent

10.     Your parents - 33 percent

11.     The NHS - 33 percent

12.     Politeness - 33 percent

13.     Time with your children - 32 percent

14.     Clean water from the tap - 30 percent

15.     Time with your other half - 29 percent

16.     Your pet - 27 percent

17.     Having a garden or outside space - 25 percent

18.     Siblings - 24 percent

19.     Regular holidays - 24 percent

20.     Nature - 23 percent

21.     Time in the countryside - 22 percent

22.     A good cup of tea - 22 percent

23.     The freedom to travel - 21 percent

24.     Eight hours of uninterrupted sleep - 21 percent

25.     A whole day to yourself - 20 percent

26.     Freedom of speech - 19 percent

27.     A good book - 18 percent

28.     Netflix - 17 percent

29.     Nights out with friends - 16 percent

30.     Service with a smile - 16 percent

31.     Music - 14 percent

32.     Your education - 14 percent

33.     Good, strong coffee - 14 percent

34.     Being cooked for - 14 percent

35.     Getting a great deal - 14 percent

36.     Your car - 13 percent

37.     Wealth - 13 percent

38.     A lie in on a Saturday - 12 percent

39.     Regular weekends away - 12 percent

40.     Reliable neighbours - 11 percent

41.     Supportive colleagues - 11 percent

42.     Meal deals - 11 percent

43.     A fair priced pint of beer - 11 percent

44.     Being able to work from home - 10 percent

45.     Being able to park outside your home - 10 percent

46.     Your childhood home - 9 percent

47.     Watching football - 9 percent

48.     Social media - 9 percent

49.     Art - 9 percent

50.     Loyalty schemes- 9 percent