• 28% of those in a relationship admit they’d rather holiday with friends than their other halves 
• 45% of adults revealed they have never been on holiday with their mates  
• 37% claim their best friend knows them better than their partner  
• TUI BLUE partners with Davina McCall to understand the importance of holidaying with friends  

 Wednesday 5 July, 2023: A new national study on friendship reveals mates win over dates, with more than a quarter of Brits (28%) aged 40 to 65 in relationships confessing they would rather holiday with friends than their partners. Almost half (48%) of women polled admit to having more fun with friends and nearly a third of men (32%) prefer the quality one-on-one time with mates that holidays offer.   

The research of adults aged 40 to 65, commissioned by global hotel brand TUI BLUE, revealed the importance of friendship in mid-life with 63% of those polled stating their friendship group has helped them through the most difficult times of their lives. When asked, three quarters (75%) claimed their friendships have a positive impact on both their general and mental wellbeing. Yet surprisingly, for a nation of avid holiday-goers, nearly half (45%) of Brits aged over 40 have never gone on holiday with their friends.  

Following this discovery, TUI BLUE has once again partnered with wellness advocate Davina McCall to highlight the importance of friendships, particularly at mid-life. Last year Davina tested the brand’s Wellness Menu, designing her perfect personal holiday itinerary in Turkey. This year, she went to Cyprus to explore the research findings, highlighting why friendships are so important at this life stage and why it’s key to invest in them.  

Davina McCall said: “The way you make and catch up with friends changes as you get older, and by the time you hit midlife you really know who’s important in your life. Good friends are SO important and can make us feel amazing, but nearly half of us have never been on a ‘mates’ holiday! I was amazed by this, so I joined three pairs of friends in Cyprus with TUI BLUE to understand why. The reasons are familiar… family commitments, distance, work, health problems… but what became clear is the importance of making the time. We had such a lovely week kayaking, doing Pilates and Aquafit classes, eating amazing food and just enjoying downtime in the sun. It made us all appreciate how doing things with best friends can make your life richer… and what better way to do this than on holiday?” 

The national study revealed that more than a third of adults claim their best friend knows them better than their partner, yet sadly more than half (61%) struggle to find time to meet up. On holiday with Davina were best friends Amie and Katie from Liverpool, who joined her in an Aquafit class at the TUI BLUE Atlantica Aeneas Resort. At 40 they have been through countless challenges together, from parental loss to perimenopause, but had never found the time to go on holiday together. Commenting on their friendship, Katie said: “We’ve been friends since we were teens, and it’s a crime this is our first ever holiday together. This week has made us realise that we must go on holiday more often – without life’s distractions. It’s important to make it a priority. Nostalgia is lovely, but taking the time to make new memories together is everything.” 

Nearly half (49%) of adults surveyed admitted having children has impacted their number of friends.  Londoners Kehinde and Sonya, who met each other over 20 years ago, spoke to Davina after enjoying a Pilates class together said: “We might speak every day, but as we get older, we want those special moments together. We love our kids, but spending time just with each other this week, enjoying beautiful weather and doing things we love was so special. Making the time to have a holiday with your friend, is something that carries you in the future.”  

The research also discovered that more than a quarter of those polled met their current best friends back at school (27%), yet sadly only one in four of these friendships last until our 50s, and seven in 10 adults over 40 (70%) admit they have less friends than they did in their 20s. Part of the minority were Andrew, 60, and Timothy, 59, who met on their second day of infant school and have been best mates ever since. Speaking to Davina after kayaking on the crystal-clear waters of Nissi Beach with her Andrew said: “We’ve seen each other through thick and thin over the past 55 years. Our advice? Make the time for each other. Schedule a holiday. You never know what’s around the corner. Don’t waste your time thinking about it. Just go on and enjoy it.” 

The study also uncovered regional differences in our friendships: 

• 71% of those polled in Wales admit they confide in friends instead of their partner, compared to the national average of 59% 

• 62% of those polled in Sheffield admit they have fewer friends now than when they were single, compared to the national average of 49% 
• 51% of those polled in the North West have never been on holiday with friends, compared to the national average of 45% 

Managing Director of TUI BLUE, Louise Bates, adds: “As part of the world’s leading travel company, we understand how holidays connect people and were surprised so many of us want to get away with our friends but don’t manage to.  After working with Davina to launch our wellness menu last year we knew she was the perfect partner to explore why it is so important to invest in quality time with friends and what it means to escape the everyday and reconnect. We designed an itinerary that allowed Davina and her new friends to do just that, and hope their experiences inspire others to take the time to make new memories with their mates, at home or abroad.” 

Davina and friends were guests of the TUI BLUE Aeneas Resort in Ayia Napa, Cyprus. As well as enjoying delicious Mediterranean food and exploring the nearby golden beaches, the group took full advantage of the unrivalled range of activities offered by TUI BLUE to reconnect – from fitness challenges to indulgent spa experiences and wellness classes. View the short film of their journey featuring Davina McCall here, and head to www.tui-blue.com to find perfect personalised holidays to connect with loved ones. 

Research results based on a study of UK adults aged 40 – 65 conducted by Markettiers, April 2023. 

About TUI UK & Ireland 

TUI, the leading global travel and leisure company is the business behind First Choice, Marella Cruises and Crystal Ski Holidays brands, as well as TUI Cities, TUI Lakes & Mountains, TUI Tours, TUI River Cruises, and its leisure hotel brand TUI BLUE. TUI also provides thousands of experiences in 100 countries through TUI Musement, one of the world’s leading tours and activities digital platforms.  

TUI UK & Ireland has a team of over 11,000 employees and its full holiday programme serves millions of customers each year. Across the world they have over 4,500 destination team employees taking care of guests on their holidays.  

Its airline, TUI Airways, operates to over 79 destinations in 33 countries with 68 aircraft from 20 UK airports.   

TUI’s retail estate is made up of 315 retail stores including TUI superstores where TUI’s travel experts take care of all customers’ needs.  

About TUI BLUE  

TUI BLUE is TUI’s global hotel brand with four different labels – TUI BLUE For Families, TUI BLUE For Two, TUI BLUE For All, TUI BLUE Sensatori – with around 100 hotels in 20 beautiful locations around the world, from the Med to Asia. TUI BLUE hotels offer guests the opportunity to design their perfect personal holidays with irresistible cuisine, exciting sports, and endless opportunities to experience new things. For adults, for families, for everyone – TUI BLUE hotels will make your holiday unforgettable.