Mazda finds Brits want their summer holidays like their fashion - relaxed
Britons are chilling out this summer - rejecting adventure-filled party holidays over relaxed escapes from the rat race, and favouring laid-back functional fashion over cutting-edge style, a survey has revealed.

LONDON, ENGLAND, August 04, 2010 /24-7PressRelease/ -- With August summer holidays officially here, the Mazda Zoom-Zoom Weekends Survey of almost over 9,000 people from across the UK has revealed the nation's attitudes to travel, fashion and style.

While one in five Brits declared 'I am what I wear', the remaining 80 percent said fashion does not define them and 'I wear what I like'.

However when it comes to style and design, attitudes are more evenly split - four out of ten favour form, while 60 percent opt for functionality.

Britons are overwhelmingly looking for quiet, calm holidays where they can forget their worries, with two thirds telling Mazda Zoom-Zoom Weekends their holiday style was 'nice and easy' and three-quarters preferring to 'leave the world behind' rather than to 'bring the gang'.

Pack the kitchen sink, or keep it minimal and buy things when you get there? The British can't quite decide, with 56 percent saying they prefer to travel light and 46 percent saying they pack everything.

Mazda Zoom-Zoom Weekends gives 20 Britons the chance to win a tailored dream weekend away in the UK every week until late September, be it a stylish getaway, a fun family trip or an adrenaline-filled expedition by entering at www.mazda.co.uk/zoomzoomweekends

Pitting men vs. women and different areas of the UK against each other, the Mazda Zoom-Zoom Weekends Survey also found:

When it comes to fashion: Men from Scotland and the South West of England are the least fashion conscious, with 94 percent of each saying 'I wear what I like'. But by contrast, Scottish and South Western women are the most fashion fixated in the UK, with one third of each believing 'I am what I wear'.

London men were the most fashion focused, with almost a quarter saying 'I am what I wear' - a higher response than London women, but only slightly (one in five). Northern women are the least concerned with appearances - 83 percent responded 'I wear what I like'.

How we holiday: How to holiday may cause fights within South West families, with the Mazda Zoom-Zoom Weekends Survey finding men and women at polar opposites about trip styles.

South West men bucked the national trend and overwhelmingly rejected the idea of a 'nice and easy' holiday, with 93 percent saying they'd rather a 'hard and fast' adventure - the only group in the UK who didn't prefer the more relaxed 'nice and easy' trip style. Women in the South West were also the most likely to go for a 'hard and fast' holiday out of all UK women (45 percent).

Scottish men and Northern women were the most likely to opt for a 'nice and easy' relaxing holiday trip, with two thirds and 70 percent choosing this trip style over a 'hard and fast' style getaway.

South West men also prefer solo and partner travel more than any other Brits, with 92 percent saying their dream holiday would 'leave the world behind' - only 8 percent opted for breaks where they could 'bring the gang'. By contrast, South West women are the most likely to want to include friends or family on their travels, with almost four out of ten preferring to 'bring the gang'.

Seven out of ten Londoners opted to 'leave the world behind' on their dream trip, and one in three opted to 'bring the gang' on their holiday. One in five wanted 'fun and games' to be a key aspect of their trip, but were almost evenly split on if they wanted a 'nice and easy' holiday (54 percent) or a 'hard and fast' style trip (46 percent).

Design attitudes: Women were more likely to go for form over function than men, however only in London and the South East did the majority believe form was most important, 59percent and 54percent of women respectively. South West women were the most likely to go for something that was functional rather than stylish (63 percent).

Almost seven out of ten Scottish men would choose functionality over form when picking a product. In fact, only in London did the majority of men prefer something with stylish form (59 percent).

What we take on holiday: Two thirds of Midlands women prefer to 'pack everything', compared with the same number of South West women said they'd rather 'travel light'. The majority of men across the UK prefer to 'travel light' but nowhere more so than in London, where seven out of ten men said it was their preferred packing style.

"This survey taps into the current national mood - summer's been a long time coming and getting away is on everyone's mind," said Mazda Zoom-Zoom Weekends spokesperson Claire Andrews.

"Our survey shows that for many, a holiday is a quiet escape where everything, from where you go, what you take, what you wear and who you go with, is relaxed. However, Mazda Zoom-Zoom Weekends has multiple prizes so people can enjoy their summer as they please, whether they want serenity or adventure."

Mazda UK is offering the chance to win one of twenty exhilarating Zoom-Zoom Weekends in a national prize draw taking place every week until 24th September.

To enter, simply logon to www.mazda.co.uk/zoomzoomweekends and complete the survey to describe their dream weekend away.

Mazda Zoom-Zoom Weekend prizes are tailored to each winner, themed around a stylish escape for two, a group theme park adventure for family or friends, an exhilarating motorsport experience for two or a challenging activity with family or friends.

Winners also get a fully fuelled and insured Mazda for the weekend, specially selected to complement their weekend, provided by their nearest Mazda dealer.

The Mazda Zoom-Zoom Weekends Survey was compiled from information captured between May 27 and July 21, 2010 via www.mazda.co.uk/zoomzoomweekends, surveying 8,901 Britons over the age of 20. More data by gender and location is available on request.

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