The �baby boomer� generation of grandparents refuse to act their age � according to new research released today by the University of Brighton, in association with Grand Breaks, the holiday specialist for grandparents and their grandchildren.

The new research explored how today�s grandparents like to spend leisure time with their grandchildren and revealed that grandparents perceive themselves to be a lot younger in their lifestyles than people of their age in previous generations. Furthermore, their age is no longer seen as a constraining factor to travel.

Until now little research has been conducted into this area, despite the fact that grandparents now represent over 20 per cent of the UK population and the over 50s possess some 80 per cent of the nation�s wealth. This is an important market, even more especially in the current economic climate as more women are having to return to work and the responsibility of childcare is falling to kinship carers � such as grandparents.

Key findings of the research are:

� Age was no longer seen as a constraining variable to travel, or to have any significant influence on the pursuit of outdoor activities. In order of popularity, outdoor activities � such as cycling, walking, sailing and swimming � came surprisingly high in third place, behind the perhaps more predictable activities of going to the seaside (2nd) and eating out (1st) that grandparents like pursuing on a joint a holiday with their grandchildren (see Notes to editors for complete list).

� Grandparents, who live close to their grandchildren and get involved regularly in school runs and/or preparing evening meals and supervising homework, yearn for a break from routine and the chance to spend some �quality time� and just have fun with their grandchildren.

� 84 per cent of grandparents surveyed thought that travelling was an important part in their grandchildren�s education and an opportunity to provide non-classroom based learning and discover new things in life.

� 66 per cent of grandparents want to try new activities, share experiences and discover new things together with their grandchildren, rather than be observers or bystanders.

� 87 per cent wanted to show their grandchildren that it is fun and exciting to do things with their grandparents.

The research was undertaken by MA student Franka Steinkopf from the university�s School of Service Management, who carried out a UK-based survey into the 50 to 75 age group, with the help of specialist intergenerational holiday company, Grand Breaks.

�In a significant change from their own grandparents today�s grandparents have a lively interest in and expectation of participating in activities � as opposed to being bystanders � and wanting to explore and discover new things together with their grandchildren,� observed Franka Steinkopf.

Managing Director of Grand Breaks, Charles Grimaldi, a former FTSE 100 Corporate Affairs Director, said: �The research findings, with indications of a more fun seeking, adventurous and younger at heart style of grandparents have sparked images of today�s grandparents as the �Peter Pan generation� of grandparents!�

Principal lecturer Chris Dutton from the university�s School of Service Management concluded: �I think the research reinforces the social revolution that began in the 1950s with the baby boomers � the grandparents of today � choosing a very different and more independent youthful and active lifestyle, assisted by major advances in healthcare and diet. The over 50s own some 80 per cent of the nation�s wealth, giving extra dimensions of freedom and choice, all of which has led to increased opportunities for grandparents to participate more actively in the lives of their grandchildren.�

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Notes to Editors:

Further key findings from the research are included in the following table, entitled: �Motivation to Travel with Grandchildren�

% who agree Grandparents who have travelled with grandchildren Grandparents, who previously haven�t travelled with their grandchildren, but would like to in the future I want my grandchildren to discover new places and enjoy new experiences 96 94 I want to have fun with my grandchildren 96 95 I want to spend quality time with my grandchildren 94 95 I want my grandchildren to see and learn about new places 92 94 I want to strengthen the relationship with my grandchildren 89 93 I want to show to my grandchildren that it is fun and exciting to do things with their grandparents 87 87 I think that travelling is an important part in my grandchildren�s education 84 85 I want to support the parents and help out with child care 81 78 I want my grandchildren to learn more about other cultures 79 77 I want to be active and take part in activities with my grandchildren 76 73 I want my grandchildren to learn more about our family history 69 60 I want to try new activities with my grandchildren 67 66 I want to show my grandchildren places that were important in my/our life/lives 62 68 I would be travelling anyway and I am happy to take my grandchildren along 62 50 I want to pamper my grandchildren with a special treat 61 63 I want to do something different from looking after my grandchildren at home 61 59 I need a break from my routine environment 49 47 I want to pursue my hobbies and introduce them to my grandchildren 46 47 I want to relax physically 46 47 I want to relax mentally 45 42

Grandparents were asked what kind of activities they would like to pursue with their grandchildren on a joint holiday. In the following table, these activities are grouped according to popularity

Nature of activities

% of respondents who agreed Eating Out 78 Going to seaside for relaxing 76 Outdoor activities (cycling, walking, sailing, swimming etc) 68 Visiting the zoo 66 Visiting historical sites 65 Visiting museums 56 Visiting theme parks 49 Visiting cultural events (concerts, theatre performances etc,) 44 Going shopping 44 Exploring different cities together 41 Watching sports events* 24 Participating in sports 22 Joining guided city tours 11

* The researchers found it surprising that the traditionally popular shared pastime of watching sporting events was only ranked 11th in order of preference.

FURTHER INTERVIEW OPPORTUNITY ON FRIDAY, FEBRUARY 13: The author of the research, Franka Steinkopf, will be available at the Brighton Dome, Brighton, for interview from 4.30pm onwards � if you are interested, please contact Julian Demetriadi at the telephone number/ email address below as soon as possible

For Further Information, please contact: Julian Demetriadi FIH MTS Director CommunicationsPoint, representing Grand Breaks Tel: 01725 552 835 Fax: 01725 552 861 Email: juliandemetriadi@communicationspoint.net

Or: Charles Grimaldi Managing Director Grand Breaks Tel: 01323 730 889 Mobile: 07795 666 695 Email: charles.grimaldi@grandbreaks.com Website: www.grandbreaks.com

Or: Emma Blundell Communications Officer University of Brighton Mithras House Lewes Road Brighton BN2 4AT Tel: 01273 644756 Mobile: 07718 522 477