• With over four in ten Brits (41%) spending just as long pondering on their weekly shop as they do their holiday destinations, and with just over 100 days until Christmas, Roman Kemp inspires winter holiday wanderlust
• The appointment marks the launch of the new partnership with Marriott Bonvoy and Nectar, taking the nation from check-out to check-in, allowing shoppers to earn, convert, and redeem points across both loyalty programmes

As the Summer season dwindles, and the festive season looms, Marriott Bonvoy, Marriott International’s award-winning travel programme and Nectar, the UK’s largest coalition loyalty scheme, have joined forces with broadcaster, Roman Kemp, to help Brits plan their next getaway based on their food shopping habits.

New research commissioned by Marriott Bonvoy reveals a surprising insight into the UK’s decision-making habits: over four in ten Brits (41%) spend just as long pondering their weekly supermarket shop as they do when planning their next holiday. But what if the nation’s grocery basket could guide their next getaway?

To help indecisive holidaymakers turn cravings into travel plans, Marriott Bonvoy has appointed broadcaster, Roman Kemp, as its official ‘Getaway Guru’ to mark the new partnership with Nectar and help the nation plan their next holiday based on the contents of their weekly shopping baskets:

• Bakery Lovers = Urban Explorers: Fans of fresh pastries and breads tend to crave city breaks, with café-hopping in Amsterdam and museum strolls in Madrid topping the list for nearly two thirds (60%).

• Cheese & Charcuterie Fans = Luxury Seekers: Those who fill their baskets with brie and cured meats are dreaming of indulgent escapes, with 62% seeking luxury getaways such as shopping in style in the South of France or marvelling at musical moments in Milan.
• Sweet Tooths = Romantic Dreamers: Chocolate and dessert lovers are drawn to sun, sea, and sand getaways, with half (49%) preferring beach and coastal escapes.
• Adventurous Eaters = Adrenaline Explorers: Shoppers who reach for more unique ingredients lean into flavoursome foodie holidays (39%), from South African wine tours (34%) to savouring seafood in the Greek islands (35%).
• Health-Conscious Shoppers = Wellness Wanderers: Trolleys packed with organic and protein-rich foods point to nature-based escapes, with over a third (35%) seeking wellness retreats or spa breaks and 38% favouring recharging weekends in the mountains and lakes of Austria.

Roman Kemp, Marriott Bonvoy’s ‘Getaway Guru,’ said: "Choosing where to go on holiday is always a tough one, but what if the answer has been sitting in our trolley the whole time? As Marriott Bonvoy’s Getaway Guru, I want to help people go from check-out to check-in, turning everyday shopping trips into unforgettable escapes. Your shopping basket might just turn into your next adventure!”

It is clear that the nation’s food preferences are shaping their travel bucket lists, with a whopping 69% of Brits dreaming about tasting iconic dishes in the countries where they originated, and 62% already recreating those flavours at home.

From tapas in Spain (35%) to waffles in Belgium (32%), baklava in Türkiye (18%), and spaghetti Bolognese in Bologna (29%), Brits are hungry for authentic culinary experiences. However, it’s not just about what’s on the plate – but where it's served. City breaks (57%), coastal escapes (50%), and countryside getaways (47%) top the list of preferred holiday styles, revealing a hunger for both flavour and adventure.

Further, British holidaymakers don’t just dream, they act. A third (34%) say they eat more adventurously on holiday than at home, with a similar number (33%) bringing back edible souvenirs to keep the taste of their travels alive long after the suitcase is unpacked.

To make these flavour-fuelled escapes even more rewarding, travellers can now link their Marriott Bonvoy and Nectar accounts to earn, convert, and redeem points across both programmes. New Marriott Bonvoy members who sign up via Nectar and link their accounts online will receive 500 bonus Nectar points and all members who link their accounts will earn 500 more Nectar points on each of their next three hotel stays on top of Marriott Bonvoy points earned. 

Find more information, including terms and conditions, and link Nectar and Marriott Bonvoy accounts here.

Notes to Editors:

Consumer research conducted by OnePoll in August 2025, with 2,000 UK participants.

High-res imagery: HERE

About Marriott Bonvoy®
Marriott Bonvoy, Marriott International's award-winning travel platform, connects travellers to the people, places, and passions they love through an extraordinary collection of hotels and experiences worldwide. The platform features over 30 hotel brands and 10,000 destinations, including the largest collection of luxury offerings, distinctive boutique properties, premium home rentals, and more, providing renowned hospitality across the globe. With unrivalled access to the best in entertainment, culinary, sports, outdoor adventure, arts, culture, and more, Marriott Bonvoy offers transformative travel experiences that leave a lasting impression.

Marriott Bonvoy membership is free and unlocks unique benefits including the ability to earn points through travel and everyday activities, like purchases with co-branded credit cards. Members can redeem their points for free stays, experiences and more.

Visit marriottbonvoy.com for more information and download the Marriott Bonvoy app here. Travelers can connect with Marriott Bonvoy on Instagram, TikTok, YouTube, and Facebook.

About Nectar 
Nectar, the UK’s largest coalition loyalty programme, is owned by Sainsbury’s. Over 23 million Nectar members collect and spend Nectar points at many of the UK’s leading brands including Sainsbury’s, Argos, Esso and British Airways.  

Nectar is playing an ever-larger role for customers and within our business. In 2023, Nectar Prices launched at Sainsbury’s offering lower prices for Nectar members, alongside personalised Your Nectar Prices. Both of which have transformed Nectar sales participation and customer recognition of the value that Nectar provides. 

With the Nectar app, customers can unlock weekly personalised offers and access their digital card on the go. Collectors can also get Nectar points every time they shop online via Nectar at over 500 leading online retailers.