New research from Marella Cruises has revealed that Brits consider the 1990s to be the best decade for holidays, with many longing for more meaningful and immersive travel experiences.
The study of 2,000 UK adults found that over a third (35%) believe holidays in the ’90s delivered more memorable experiences compared to those on offer today. The decade – known for cultural icons such as The Spice Girls, Pokémon and the early days of the internet – continues to hold strong nostalgic appeal.
Gen X (aged 45–54) were the most likely to favour the ’90s, with many reflecting on a time when travel felt more immersive and people were more present in the moment.
The 2000s ranked as the second most popular decade for holidays, while the 2010s and 2020s were significantly less favoured, with just 6% and 8% of respondents selecting them respectively. Meanwhile, 34% of Brits said holidays haven’t changed significantly over time.
The research also explored what makes the “perfect holiday” today, revealing a growing desire for meaningful and memorable experiences.
While the core motivations for travel remain unchanged – with 32% citing quality time with loved ones and 32% seeking a mental reset – modern distractions are having an impact. Nearly four in 10 (38%) respondents said constant screen time gets in the way of socialising while on holiday.
Encouragingly, cruises are seen as a potential solution, with 14% of Brits associating them with a wide range of off-screen entertainment, including live performances and social activities that foster connection.
Additionally, 12% believe being at sea would help them properly switch off from everyday stress, while 16% say cruises are less hassle than traditional holidays.
Holidays continue to play an important role in social connection, with a quarter of Brits saying they feel more relaxed and confident while away. The study found that 7% met the love of their life on holiday, while 15% are still in touch with someone they met abroad and 14% formed lifelong friendships.
Today’s travellers are increasingly prioritising authentic social experiences, with 24% seeking a holiday atmosphere that encourages connection without relying on apps or technology. Live entertainment (18%), adults-only options (18%), and slower, wellness-focused trips also ranked highly.
The findings come as Marella Cruises celebrates its 30th anniversary with a nostalgic, 90s-inspired entertainment line-up, tapping into the growing demand for throwback travel experiences.
Chris Hackney, CEO at Marella Cruises, said:
“With Marella Cruises marking 30 years in the UK, we’re excited to celebrate at sea with acts from all three decades to attract both new and returning cruise customers.
“Our customers value our all-inclusive offering and seamless end-to-end service, and this celebration will take them on a nostalgic journey back to 1996 with music, quizzes and onboard entertainment inspired by the era.
“We can’t wait to welcome guests aboard our ships to celebrate this milestone birthday with us.”
Despite evolving travel trends, the perfect holiday remains simple. The top “ideal moment” for Brits is watching the sunset over the sea with a drink (22%), followed by seeing loved ones happy and relaxed (18%), and simply spending time doing nothing together (10%).
Photo by Timur Weber: https://www.pexels.com/photo/a-person-holding-folded-clothes-in-a-luggage-9186159/
