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Barcelona, Athens, Lisbon … or Peralada, Delphi, Beja? World's untrending places brought to light by Avis


New research from Avis exposes British travel habits as the world’s ‘Untrending’ locations are revealed.

  • Only 2% of Brits like to take a risk and do something out of their comfort zone on holiday
  • More than one in three have an unfulfilled travel dream
  • Only 17% go for a new destination “every so often”
  • Survey findings revealed with the launch of Avis Untrending, an interactive tool that unlocks the world’s ‘Untrending’ places

Heard of Alicante? Of course! But what about Castalla, a beautiful old fortress town a short drive away, high in culture but low on hashtags? Avis Untrending is your key to unlock a whole new world through inspiring travel recommendations – and there isn’t a selfie stick in sight.

The interactive tool allows users to discover less familiar locations a short drive from Europe’s top holiday destinations. Designed to inspire travellers to explore, Avis Untrending offers recommendations based on Avis travel data and an ‘Untrending’ rating, which measures the number of hashtags on social media.

Avis Untrending was created in response to research that suggests Brits are creatures of habit when it comes to holidays. More than a third of Brits have an unfulfilled travel dream, while only 2% admit they like to step out of their comfort zone on holiday.

This reliance on a ‘tried, tested and repeated’ approach is also reflected in their travel decisions as Brits tend to go for the same type of holiday and location – just 17% visit a new destination “every so often”.

Nina Bell, Avis Budget Group Managing Director for the Northern EMEA Region, says: Avis Untrending is a means of inspiration for travellers who want to venture out of their comfort zone. We want to open people’s eyes to the fact that there are many places to discover, just a short drive from their chosen destination. Our data shows that a third of people admit they’d enjoy themselves more if they stumbled across something new, which is why we are encouraging them to unlock the world and visit places they hadn’t previously considered.”

Avis’s research also reveals that a quarter of people spend more than ten hours researching their holiday, to “avoid unnecessary stress” on arrival, with online review sites cited as the biggest influence when choosing a destination (41%).
Michael Bond, consumer behaviour expert, says: “Our reliance on online review sites and the amount of time spent researching trips shows just how much we like to have control over our holidays. Modern lives are so stressful; it’s not surprising we like to control this element.”

“Avis’s research shows that 66% feel happy and 53% feel relaxed when they do something spontaneous. As a rule, we tend to need encouragement and inspiration to step out of our comfort zones – and when we do, the emotional rewards can be massive.”
Added to that, the survey findings also show that Brits are not likely to venture far when they’re away, preferring to stick close to their holiday base. A massive 86% say they tend to visit places that are just a stone’s throw away from their accommodation, while more than half admit they are unlikely to be more adventurous and get behind the wheel with a map to explore the area.

The data also uncovers how Brits are real creatures of habit when it comes to their daily schedules on holiday – just under a quarter (23%) say they prefer to stick to pre-planned activities.

Avis wants to challenge this attitude with Avis Untrending, providing suggestions on places to visit that are just a two-hour drive away from top travel destinations across the globe.

To ‘Untrend’ your world and find an alternative holiday destination, visit untrending.avis.co.uk.


Notes to editors
*Avis Untrending recommendations are based on Avis travel data showing top outbound Avis car rental destinations across 11 countries and an ‘Untrending’ rating, which measures the number of hashtags on social media.

Untrending scores for UK locations can be found in the table below. The lower the score, the more Untrending the location is. 
Location Untrending Score
Manchester 3.763
Buxton 1.551
London 1.51
Whitstable 1.12
Suffolk 0.453
Halifax 0.434
Henley-on-Thames 0.19

About Avis
Avis Car Rental operates one of the world's best-known car rental brands with approximately 5,450 locations in more than 165 countries. Avis has a long history of innovation in the car rental industry and is one of the world's top brands for customer loyalty. Avis is owned by Avis Budget Group, Inc. (NASDAQ: CAR), which operates and licenses the brand throughout the world. For more information, visit www.avis.com.
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