Roman Kemp Joins Marriott Bonvoy as ‘Getaway Guru’ to Reveal how your Groceries Might Just Choose your next Holiday

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.