Booze or Holiday? The Ultimate Trade Off

Most Brits would be hard pushed to choose between booze and a holiday, but new research shows just what Brits are craving right now.


Booze-Free: Taking On Dry January

2021 has been officially crowned the driest of dry Januarys, devoid of not only alcohol but also any opportunity of a holiday. As such, for the brave Dry Janners their effort is even more commendable than normal. is recognising this by rewarding 3 booze-free Brits between January 27th and 30th with a £310 voucher for their next holiday (£10 for every dry day of the month). The competition follows company research looking at what Brits are craving in these fun-free days.

Craving the Sun

2020 really pushed us to our limits as research reveals nearly a quarter (23%) of Brits would even give up alcohol to have a holiday. It looks like Brits are gagging to dig out those swimsuits and layer on the sun cream with more than a third (32%) admitting they’d be likely to drop everything to holiday in 2021, whenever that may be. Lockdown has also made us more spontaneous with nearly a quarter reporting that they would say yes to more last-minute trips in the future (23%).

Trading In Our Vices

But it turns out t’s not just alcohol we’re willing to give up: the research also revealed that Brits would give up chocolate (20%), social media (15%) and even sex (14%) to be able to go on holiday. A sad sign of just how desperate we have become for some sunshine!

Cocktail O’Clock

When we are able to holiday again, it’s all about living your best hotel life with a drink in hand, as 13% of Brits miss raiding the minibar and nearly a fifth (17%) are looking forward to a fancy cocktail at the hotel bar once they can get away. Happy hour will definitely taste a whole lot sweeter after the driest 31 days ever!

Senior Global Brand Communications Manager Emma Tagg from Brand said:

“With no holidays and no booze, this has truly been the driest of all dry Jans for those taking part and we are right by their side through that final week. 2020 was the year that never was for holidays and we want to reward those brave Brits for making the start to 2021 even tougher, by rewarding them with a hotel stay when travel does return. Time to swap Dry Jan for a Pina Colada on the beach.”

To enter the draw, head to UK’s Twitter page @hotelsdotcomuk at midday on Wednesday 27th January 2021 and show us how you are doing Dry January without telling us you did Dry January. One winner will be selected randomly every 24 hours between 27.01.21 at midday to 30.01.21 at midday, to receive a £310 gift card on Ts and Cs apply.