New research reveals Brits mentally switch to holiday mode nearly an hour before arriving at the airport – and it’s World Duty Free that sets the tone.
A new survey commissioned by Manchester Airport has uncovered a fascinating insight into the psychology of travel. It found for many UK holidaymakers, the holiday starts well before take-off at around 50 minutes before they even reach the airport.
The research, which polled 1,000 UK travellers, found that the airport experience plays a key role in building excitement and anticipation.
Topping the list of pre-flight rituals was browsing World Duty Free, followed closely by grabbing a coffee or drink and shopping for last-minute essentials, not forgetting the indulgent moment of hitting DND or wearing your airport outfit.
Top 10 Pre-Flight Rituals:
The findings highlight how the airport is more than just a gateway to Brits – it’s an traditional and important part of the holiday experience. Whether it’s indulging in a treat, capturing the moment or simply soaking up the atmosphere, the airport is where the holiday mode mindset truly kicks in.
To bring this insight to life, Manchester Airport installed a giant 6ft deckchair in Chester city centre – a playful nod to the moment holiday mode begins. Chester, located roughly 50 minutes from the airport, was chosen to reflect the average time it takes for that mental switch to flip.
Jennifer Byrne-Smith, Director of Customer Operations at Manchester Airport, said: “We know how important those early moments of a holiday are – from escapism to relaxation, it’s what everybody needs. For many, the airport is where the excitement really begins – whether that’s enjoying a pre-flight drink, picking up something special at Duty Free or just watching the planes go by.
“Our goal is to make every part of the journey feel special and our findings shows just how much people value that experience.
“That’s why we’ve committed to a significant investment worth £1bn in enhancing the passenger experience across our terminals, from upgraded dining and retail options to more comfortable and efficient spaces, ensuring every journey starts on a high.”
Manchester Airport continues to connect the North to over 200 destinations worldwide, serving more than 30 million passengers annually. With new routes and upgraded facilities, it’s not just a place to pass through – it’s where the holiday truly begins.
For more information, visit: https://www.manchesterairport.co.uk/competitions-and-offers/retail-food-drink-offers/
