3.2 million people would sacrifice a months salary for a once in a lifetime experience

Tuesday 28, June 2011


3.2 million people would sacrifice a months salary for a once in a lifetime experience


Brits are willing to spend a pretty penny to have a once in a lifetime experience, according to new research from Scottish Widows that reveals the lengths that the nation will go to fulfil their ambitions.


Of the 86% of Brits with fantasies of a once in a lifetime experience, almost half (45%) are willing to stretch their finances as far as they can possibly afford, and a further 13% are willing to spend as much it takes to fulfil their dreams.


To place a monetary value on their lifelong dreams, 3.25 million* would sacrifice a weeks salary to achieve their once in a lifetime experience, and 3.2 million** people would give up a months salary.


Women are happier to spend as much as they can stretch to in order to achieve their once in a lifetime experience - with half of all women (50%) saying they would spend as much as they can possibly afford, compared to just 39% of men.


The concept of a once in a lifetime experience differs from person to person, but the majority (54%) believe it is an experience that fulfils a dream, or something you only get to do once (50%).


Roger Black MBE, Scottish Widows Ambassador for the London 2012 Games, and Olympic medal winner, said:  “A once-in-a-lifetime experience is something to aim for and can be very motivating. It’s something that people aspire to do throughout their lives. For me, winning my Olympic medal was a once-in-a-lifetime experience. It goes to show we can achieve our dreams, if we’re willing to commit enough time and effort.”


However for many Brits, these ambitions are just a pipe dream. 65% of people with a once in a lifetime dream admit that they are very unlikely to achieve them, and 60% of these believe this is because they can’t afford to.


Although on average, aspirational Brits still believe they will have two different once in a lifetime experiences in their lives, and 41% say they have already had at least one. Most people think these experiences are, in general, easier to come by than they used to be (44%), and a quarter (25%) believe it’s easier for people to fulfil their dreams now than ever before.


Travel tops the list of once in a lifetime experiences, more than a quarter of people (26%) dream of travelling the world, and a further 9% dream of holidaying in the Caribbean. Getting close to nature is also popular, one in nine people harbour a fantasy of swimming with dolphins (11%), and one in 11 people want to go on safari (9%).


Attending the London 2012 Olympic Games Opening Ceremony is perceived to be a once in a lifetime experience for nearly a third of Brits (32%).


Roger continued: “For your chance to win a once-in-a-lifetime experience, Scottish Widows is offering the nation the opportunity to attend the Opening Ceremony  of the London 2012 Olympic or Paralympic Games. The winners will also receive travel, accommodation and hospitality, and will have me as their host for the event. This is a unique opportunity to attend one of the most sought after events at the London 2012 games, enter now for your chance to win this truly once-in-a-lifetime opportunity.”


For more information and a chance to win one of 12 once in a lifetime prizes go to



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