Young adults now spend a staggering 438 hours daydreaming of a more glamorous life and spend more than £3000 a year trying to achieve it, a recent study commissioned by Europe’s leading airline easyJet has found. This increase in "glam-bition" is primarily driven by social media.
The research also revealed 40 per cent of Brits consider Italians to be the most glamorous nationality in Europe followed by the French at 22 per cent while only 16 per cent consider themselves as Brits, to be the most glamorous nation in Europe.
The Côte d’Azur in southern France, known for years as the exclusive destination for the world’s glamourous jet-set and the timeless appeal of resorts like Cannes, Nice and Antibes, tops the list with 39 per cent voting for it as the most glamorous and en vogue European destination Brits dream of visiting. Coming in second place with 25 per cent is the fashion capital of Italy, Milan, however only 16 per cent of respondents considered London to be ‘the most glamorous destination’ on the continent.
easyJet quizzed 2,000 British adults about their luxury inspirations, aspirations and habits to coincide with the airline’s launch, in association with Atout France, of an immersive theatre experience that brings the Côte d’Azur, voted Europe’s most glamorous destination, to London.
When looking for a touch of glamour in London, the survey reveals the altogether more traditional Ritz hotel as the most glamorous place to visit in the capital. The hotel tops the list of the most glamorous destinations to visit in London at 36 per cent, with the Royal Opera House coming second with 24 per cent, Claridges received 18 per cent of the vote and The Shard 14 per cent.
Lucy Outram, UK Head of Marketing for easyJet said: “Playgrounds for the rich and famous, cities like Cannes, Antibes and Nice were the exclusive preserve of the world’s glamorous jet-set, but with easyJet the Côte d’Azur is accessible to anyone looking to inject a bit of glamour into their life.
Outram continued: “For as little as £29.99, - a lot less than the weekly expenditure on luxuries - generation easyJet can fly to Europe’s most glamorous destination. It’s so affordable… so why not? And for those that want to try it out first, the immersive experience in London will give them a real taste of the region on their doorstep.”
The free, 15-minute immersive theatre drew upon the magic of Côte d’Azur regulars Cary Grant and Grace Kelly to treat audiences to an interactive multi-sensory experience inspired by the sights and sounds of the South of France – the carnival spirit of Nice, the jazz sounds of Antibes and the red carpet glam of Cannes.
Two thirds of us say we are desperate to inject more glamour into our daily lives and a third of 18 to 34 year olds confess this is so their life looks more alluring on Facebook and Instagram.
The pressure is most felt by women and those aged 25 to 34 who admit daydreaming about a more glamourous lifestyle for eight hours and 36 minutes every week.
In order to realise their glam-bition …
- 18 per cent of young people now opt to splash out on brunch at the weekend rather than just have breakfast
- 11 per cent of Brits buy Artisan bread instead of supermarket loaves
- 11 per cent turn their noses up at sandwich shops and opt for brasseries
- Meanwhile, 20 per cent of 25 to 34 year olds won't go to a traditional cafe, preferring an 'artisan coffee shop', and 12 per cent wouldn't contemplate a biscuit, because a macaroon is a trendier alternative
All this adds up, with the average Briton spending £36.90 a week on non-essential luxuries in a bid to feel more glamorous. Those aged 25 to 34 spend the most averaging £69.20 a week, or £3,598 a year. And Londoners admit they spend £94.80 a week or a staggering £4,930 a year trying to create a veneer of glamour. A third of us (38 per cent) dream about travelling the world, 14 per cent dining at fine restaurants and 25 per cent going on glamorous holidays.
Check out easyJet’s event via Facebook Live https://www.facebook.com/easyJet/videos/10155193713983898/
Follow easyJet’s social channels for updates on future events and promotions.
