With Sunshine Saturday (6 January) – the most favoured day for holiday bookings – fast approaching, an expert provides insight into why our brain actually ‘requires’ a holiday, beyond just desiring it.
TV psychotherapist Anna Williamson elucidates how the processes of holiday research and booking can positively alter our brain chemistry.
The 42-year-old psychotherapist from Hertfordshire also explores the benefits of shorter versus longer trips and pinpoints when relaxation genuinely begins during a holiday.
Furthermore, she answers an essential query: how many holidays are necessary annually for proper rejuvenation?
“I would say we don’t just want a holiday… we need it,” Anna asserts, in partnership with TUI for this study.
“Once the December festivities conclude, many go through a hormone crash. Our brain chemistry, previously boosted by joy, now seeks another hit of oxytocin and dopamine – our brain’s reward, comfort, and love hormones. This need fuels the January rush to book holidays, leading to the phenomenon of Sunshine Saturday,” she explains.
Studies have shown that ‘braincations’ lead to the release of neurotransmitters, enhancing mood, reducing stress, and improving cognitive abilities. Holidays not only facilitate creative thinking but also offer long-term benefits to the nervous system, assisting in recovery from conditions like strokes and boosting heart health.
TUI’s research indicates that most Brits begin looking for their yearly holiday right after New Year’s Day, with approximately 37% likely to book a summer holiday during this period. It typically takes an adult around 53 hours to find their ideal holiday.
What, then, is the optimal number of holidays per year? Anna elaborates: “There’s no set duration required for health, but two holidays a year is a good rule of thumb for most people. Taking regular short breaks every two months is crucial to fend off anxiety, stress, fatigue, and illness. Some studies also suggest that frequent shorter breaks are more beneficial than one elongated holiday per year.”
When deciding on the type of holiday – whether a weekend city break or a longer beach stay – personal preference plays a role, but there are some considerations to bear in mind.
“Studies find that people often feel their most rested three days into a holiday. However, for those who prefer longer holidays, eight days is considered optimal. The stress of a single annual holiday can sometimes negate its benefits,” Anna notes.
The pleasure of holidays extends beyond the trip itself – even planning a holiday has an impact on the brain. “Browsing online holiday deals activates our brain’s reward system, leading to dopamine production, which is associated with feelings of pleasure,” Anna states.
TUI’s past research shows that Brits reach their peak holiday mood 43 hours into their trip, but this feeling starts to fade around 3.7 days after returning home. More than 20% of people book their next holiday within a month of returning.
TUI is expecting this year’s January sales to exceed those of January 2022 and even January 2020, before the pandemic.
Holidays are also known to enhance sleep patterns, with the effects lasting up to two weeks post-holiday. The activities undertaken during the holiday can also affect how rested you feel afterwards.
“Neuroscience suggests that new experiences, like exploring a new destination or engaging in new activities, give the brain a ‘novelty’ boost. Meditating during a holiday can also extend the post-holiday high,” Anna advises.
Anna recommends: “Be clear about what you wish to gain from your holiday, whether it’s relaxation or exploration. Choosing the right travel companion is key. To achieve full relaxation, moderation is important. Enjoy yourself, but also incorporate exercise, conscious eating, and hydration into your holiday. Regular walks are important for vitamin D intake and overall physical health.”
Anna personally enjoys regular breaks that align with her family’s “freelance lifestyle”. “We value our family holidays, aiming for four a year. I also plan couple retreats and trips with my mum and friends. Holidays are crucial for stepping away from daily stresses and fostering connection and communication,” she concludes.
After booking a holiday, 65% of people report feeling ‘excited’, 35% ‘satisfied’, and 34% more cheerful. Popular choices include European beach holidays with varied durations.
Phillip Iveson, TUI UK & I’s commercial director, remarks: “Holiday bookings surge after Christmas. Our wide range of deals caters to various travel preferences, and we’re eager to accommodate our customers’ holiday plans this year.”
FACT BOX: TOP NINE REASONS FOR BOOKING A SUMMER HOLIDAY NOW
- To have something to look forward to (44%)
- It’s exciting looking for somewhere to go (33%)
- I think it’s cheaper to book then (25%)
- It helps get me/us through the most miserable part of the year (23%)
- I feel we physically and emotionally need a holiday (22%)
- Always book a summer holiday after Christmas (20%)
- We have to book them off work before other people get that time off 12%)
- We are exhausted after Christmas and booking a holiday gives us a buzz (12%)
- We’re both off work so it’s easier to find the time to look around (11%)
