A new formula has unlocked the key to achieving true holiday value - revealing a sure-fire way of gaining maximum benefit from the annual getaway which far exceeds the actual time spent away.

Commissioned by Eurocamp and developed by leading UK psychologist Dr David Holmes, the formula is based around theories of anticipation and expected memories. To get optimum value, the formula shows how holidaymakers should look to book their trip at least 120 days in advance and plan at least one unique activity per day of their holiday.

Dr David Holmes explains further: "When we do new or different things it can create what we call episodic memories, which are so often cherished. A holiday where we do the same thing every day is less likely to generate as many episodic memories as one where people try lots of new things.

"So while the 'fly and flop' type break might feel like a restorative holiday option, the benefits are actually very short-lived. What is going to offer longer-lasting reward between one holiday and the next is a break packed full of rich experiences. This does not mean going to extremes every day of the trip! Trying out lots of different activities, from enjoying a picnic on the beach, going on a bike ride or exploring the local area will all hit the mark - the key is the number and the variety."

Based on the formula, percentage values for some typical holiday examples include:

• One week in the sun in Spain, staying in a hotel and enjoying sunbathing and swimming, booked a month in advance. Typical holiday value achievable = 45%
• A week enjoying Europe's great outdoors based in the Dordogne, exploring rivers by canoe, discovering troglodyte caves, swimming, cycling, snorkelling and more, booked six months in advance. Typical holiday value achievable = 98%
• Eight days sailing around the Greek Islands, relaxing on beaches, swimming in the sea, visiting villages and tasting the local cuisine along the way, booked a year in advance. Typical holiday value achievable = 77%
• Last-minute ten-day staycation at a UK seaside resort, booked just a week before heading off, enjoying walks along the coast, building sandcastles and a donkey ride. Typical holiday value achievable = 60%

The total holiday value is calculated from two sub-values: the days until the holiday or 'anticipation', and 'expected memories', which takes into account the length of the holiday and the number of unique or repeat activities planned during it.

The maximum holiday value is capped at 100 per cent - which, if achieved, would mean someone is going to gain the absolute optimum benefit from their getaway beyond the actual days away.

'Anticipation' is cumulative, so for every day holidaymakers have until they go away its value increases. The value of 'expected memories', meanwhile, increases more with enjoying new or different experiences and activities, rather than the same ones each day; which therefore delivers the richest experience for people both during their holiday, and to remember and share once they're back.

Anyone who wants to try the formula out for themselves can do so at www.eurocamp.co.uk/holidayliberator where a specially developed widget offers the quick and easy way of working out a specific maximum holiday value by answering four simple questions.

Chris Hilton, Head of Brand at leading outdoor holiday specialist Eurocamp which commissioned the research, comments: "We're always keen to understand how we can help our customers have the best and most memorable holidays. Wherever people choose to go on holiday, we want to encourage them to think about how they can get the maximum value, by incorporating a variety of activities into their stay.

"When it comes to the formula, it's great to see a Eurocamp style of holiday scoring so highly, and confirms what we always knew - Eurocamp holidays allow you to experience more together. A lot of our customers use our parcs either as a base to explore the local area, or it can be as simple as making the most of the facilities on-parc, trying new activities and enjoying time together."

Find out more at and try out the formula at www.eurocamp.co.uk/holidayliberator. 

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For further information please contact:

Alex Clough

Tel: 0161 242 5650

Email: A.Clough@amaze.com