Young people are far more interested in looking good on Instagram when they go on holiday than getting drunk and having casual sex, according to Thomas Cook.
A year on from ditching its notorious Club 18-30 brand – once synonymous with cheap, rowdy, booze-fuelled holidays – the tour operator insisted the "age of foam parties and Brits behaving badly abroad is a distant memory".
For decades, young Britons would flock to hedonistic destinations for fun in the sun, but a poll by the holiday giant found just 10% of 18- to 25-yearolds now rate partying as a priority, while 42% said the local culture at destinations was most important to them, such as museums, galleries and temples.
Thomas Cook abandoned its Club 18-30 brand last year in a bid to provide more stylish holidays for young people who want to post "cool pictures on Instagram". A spokesperson added: "Millennials want to look after their bodies, shy away from one-night stands and hangover fry-ups, and favour wheat-grass smoothies, which make for better Instagram fodder."
Meanwhile, Thomas Cook claimed it had even witnessed the "death of the holiday romance". It said the spread of dating apps such as Tinder mean there was less incentive for holidaymakers to chat someone up in a bar. |