It’s official – we are a nation wracked with guilt, with eight in ten (80%) Brits admitting they feel bad for everyday things they really shouldn’t.
In response, Marella Cruises, TUI’s UK cruise line, has unveiled the world’s first PJkini – a stylish hybrid outfit designed to take holidaymakers seamlessly from cabin to pool to restaurant in one easy, effortless look, encouraging Brits to embrace guilt-free relaxation while on holiday.
The launch comes as new research, conducted by Marella Cruises, reveals the average Brit experiences feelings of guilt eight times a month, with four in 10 (39%) admitting they feel bad simply for having some ‘me’ time.
Calling in sick to work, even when genuinely ill (29%), leaving the bed unmade (28%), eating chips (27%) and throwing away a small amount of food (27%) are also everyday guilt triggers, alongside staying in PJs past 10am (25%) and not calling parents often enough (25%).
With all this guilt, it’s no surprise that 69% admit they struggle to properly switch off, spending just 67 minutes a week relaxing. Meanwhile, 86% say they regularly feel guilty about sitting down to relax when there are other things they could be doing.
The nation’s collective guilt and stress don’t end there though – almost two thirds (61%) admit they struggle to fully relax on holiday, even when sunbathing on a lounger.
Getting to the airport on time (51%), the fear of getting lost (34%), packing the right clothes (33%), organising transfers (29%) and finding nice places to eat (27%) all leave Brits feeling anxious.
It’s no wonder that, on average, it takes Brits three days of a week-long break to fully unwind.
To encourage guilt-free relaxation on holiday, Marella Cruises has designed the ultimate one-stop outfit solution. The world’s first PJkini removes decision fatigue and encourages guests to fully switch off – without a hint of guilt.
Styled by Denise van Outen, who returns this year as Marella Cruises’ Chief Chill-Out Officer, this lazy hack champions a more relaxed approach to holidays and encourages Brits to ditch the guilt and embrace doing absolutely nothing during a well-deserved break.
With Marella Cruises, every aspect of your holiday is taken care of. Offering all-inclusive cruise holidays with full end-to-end service – including flights, cabins, entertainment, food and drinks, trips, and transfers – Marella Cruises also provides regional flying from over 20 UK airports, alongside a range of cruise-and-stay options, making switching off effortless from start to finish.
Denise van Outen says: “I’m absolutely thrilled to be back as Marella Cruises’ Chief Chill-Out Officer. I’ve always loved holidays and everything they’re meant to be about – switching off, having fun and properly relaxing – so I know just how hard it can be for Brits to actually do that without feeling guilty. That’s why I love the PJkini. As the world’s first swimwear-meets-nightwear hybrid, it’s the ultimate lazy hack for anyone who wants to maximise relaxation from the moment their holiday begins. It’s fun, practical, and basically says: stop faffing and enjoy yourself. Holiday mode should start before you even step onboard, not days into your break. With this, it’s just easy, effortless relaxation all the way.”
The study also found that more than a third (35%) think that as a nation, Brits need to “chill out”, while eight in ten (80%) believe feeling guilty is a uniquely British trait, earning the phenomenon the title of “Very British Guilt”.
TOP VERY BRITISH GUILT TRIPS
- Enjoying some ‘me time’ – 39%
- Cancelling on your friends – 31%
- Crossing the road to avoid ‘chit chat’ with a neighbour – 31%
- Not texting your friends back for a few days – 30%
- Calling in sick to work, even when you’re genuinely ill – 29%
- Leaving your bed unmade – 28%
- Eating chips – 27%
- Throwing away a small amount of food – 27%
- Staying in your PJs past 10am – 25%
- Being hungover – 25%
- Not calling your parents – 25%
- Lying in past 9.30am on a Saturday – 25%
- Saying ‘yes’ to a slice of cake – 23%
- Having two biscuits instead of one – 22%
- Ordering a Friday night takeaway when you could have cooked – 20%
- Not taking the bins out – 19%
- Staying in the shower for too long – 19%
- Going out for dinner, when you have food at home – 17%
- Reading your book when you could be doing chores – 16%
- Bingeing a TV show in one sitting – 15%
- Putting the heating on in May – 14%
- Skipping the gym – 14%
- Spending Sunday in your PJs – 13%
- Taking the lift to the first floor – 12%
- Only taking your dog for a short walk – 12%
- Cancelling a date – 11%
- Watching TV in the summer – 11%
- Taking an Uber when you could have got the bus – 10%
- Running a deep bath – 9%
- Arranging a food delivery rather than going to the shops – 9%
Source: TUI Group PR & Comms
Photo credit: Tom Dymond / Marella Cruises
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