Almost half of British travellers have muted a WhatsApp group chat to avoid taking part in organising a holiday. Among members of Generation Z, some have gone a step further, admitting that they pretended to be ill simply to avoid taking on part of the responsibility.
This divide between those who plan and those who simply show up forms the basis of a new campaign by the platform GetYourGuide, launched on the British market at the end of July. The Holiday Hero or Zero campaign, created by creative agency Ace of Hearts, celebrates the person without whom a group trip would probably remain nothing more than an idea in a group chat.
According to research published by GetYourGuide alongside the campaign, only 24 percent of Britons see themselves as the main organiser of a trip. At the same time, seven out of ten respondents believe that every group needs one person who will turn an agreement into an actual plan.
These organisers often book flights, accommodation and activities, remind others about deadlines and cover shared costs in advance. Almost half of them are consequently left out of pocket, while 22 percent spend the equivalent of a full working week planning a group holiday.
The central part of the campaign consists of a series of films featuring British podcasters and married couple Jamie Laing and Sophie Habboo. Filmed between London and Paris, the films use their real-life division of roles. Jamie takes responsibility for detailed planning and bookings, while Sophie is presented as the person who prefers to get involved once the itinerary is already prepared.
During their trip to Paris, Sophie chose a French pastry workshop, while Jamie selected a vintage car tour of the city. These activities became part of the story about who in the couple deserves the title of Holiday Hero, as well as a way to incorporate the platform’s services into the campaign without presenting its offer in a conventional manner.
Throughout the summer, Britons can nominate the organiser in their own group and explain why that person deserves recognition. The main prize includes a card loaded with £5,000 for experiences available through the GetYourGuide platform and a specially designed travel pack.
The pack contains items named after questions frequently repeated during group trips, including the Can I Borrow That? power bank, the Who Has The Tickets? bag, the What Are We Doing Today? notebook and the Keep Your Cool pocket fan. The campaign also includes 20 additional prizes worth £200 each.
Holiday Hero or Zero is active across digital and audio channels, including podcasts and radio, and has been extended through collaborations with content creators. Media planning is handled by Initiative, while public relations and talent partnerships are led by Havas Red.
