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Research reveals exact length of holiday memories; Initiative launched to extend holiday memories

They say some memories last a lifetime, but not when it comes to our holidays whose lifespan is exactly six years, 11 months, one week, four days, seven hours and six minutes according to research published today by Leger Holidays.

The tour operator is launching a brain training memory initiative which it hopes will give its holidaymakers an even longer-lasting holiday memory.

Working with leading memory expert and eight times World Memory Champion, Dominic O’Brien, Leger is set to roll out a unique memory initiative for its customers. Leger customers travelling on selected European escorted tours will have free access to Dominic’s brain exercises, plus free memory games booklets, hand-held brain training consoles, a memory-improving DVD and meditation classes.

Huw Williams, Marketing Director at Leger Holidays, said: “Holidays play a huge role in our life and we spend much of the year saving, planning and looking forward to going away – we want our guests to keep their memories as long as possible.

“Our research shows that experiential holidays that involve sightseeing tours, theme parks or city breaks, for example, prove to be the most memorable – no doubt because they stimulate the mind and the senses.

“We hope that our free brain training memory initiative, albeit relaxed and fun, will enhance our customer’s experience with us and lead to a longer-lasting holiday memory.

“Research has shown that each of these techniques can have a positive effect on memory and if they make a difference to our customers’ experiences then it’s a positive step for British holidaymakers.”

The research also revealed that despite spending our hard earned cash on one or more holidays every year, one-third (33%) of respondents could only recall up to half of their holidays from the past ten years, with one in ten people (10%) only recalling a quarter.

When it comes to the specific detail of our annual holidays it is trips and excursions that stand out the most according to almost a third (31%) who rated this highest ahead of accommodation (28%), people (26%) and food and drink (15%).

Holidays that require an element of seeing and doing (sightseeing, theme parks and city breaks) are the most memorable type of holiday according to half (48 per cent) of those polled.

Leading memory expert and eight times World Memory Champion, Dominic O’Brien, who is supporting Leger in a bid to boost the UK’s holiday memories, said: “Retaining our holiday memories for almost seven years may seem like a long time to some people but really we should be keeping hold of these special events for much, much longer.

“In my own experience, holidays that involve a journey through a new culture, where I taste unusual food, witness strange vistas, meet different people, always leave the longest lasting memories, particularly when laced with the thrill of the unexpected.

“What is more, people may not be aware that our holiday memories can also be used to help us recall information in day-to-day life. I collect holiday destinations and the journeys that surround them. They act as a perfect backdrop for storing new information as well providing long lasting memories from years gone by.

“This campaign is a great way of reminding people that holiday memories should be cherished.”

In response to the research, Leger is pledging to ensure its customers get the very best from their holiday by trialling a number of popular memory boosting techniques (according to research) on-board selected coaches.

Leger customers on selected European escorted tours will be able to trial the following during their journey:

· Brain exercise techniques from Dominic O’Brien

· Brain training hand-held computer consoles

· Memory games booklets

· A memory-improving DVD will be shown

· Meditation (research by Massachusetts General Hospital) will be offered as a technique to learn

For enquiries, bookings or brochures on Leger Holidays call 0845 458 5599 or visit

This year Leger Holidays is celebrating its 25th anniversary and was named “Best Coach Operator” 2008 in the Travel Weekly Globe Awards for the second year running.


Further information

Please contact: Adrian Johnson, Louise Woodward or Tori Homer at Lucre on 0113 243 1117,,, or

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