Redefining the Lads' Holiday: New Campaign Champions Choice, Wellbeing, and Real Connection
By Jill Dando News
Lads’ holidays have long promised fun, bonding, and unforgettable memories—but for many men, the pressure to live up to traditional stereotypes can turn the experience into one of anxiety and stress.
Recognising this, travel company First Choice and mental health charity Campaign Against Living Miserably (CALM) have teamed up to launch ‘Better Boys Trips’, a new initiative challenging outdated expectations and promoting more meaningful, pressure-free travel.
New research from First Choice reveals that nearly 7 in 10 men aged 18–35 secretly dread going on a lads' holiday, with over half admitting they’ve made excuses to avoid them.
For many, the issue lies in the unspoken rules: 81% say they feel pressured to act more macho, and two-thirds struggle with the party-hard mentality often associated with these trips.
Rather than cancelling lads’ holidays, Better Boys Trips is about creating new possibilities—empowering men to design holidays that align with their personalities and preferences, free from peer pressure.
The aim? To shift the focus back to genuine friendship, connection, and mental wellbeing.
“We want everyone to pick the trips they really want,” said Kevin Nelson, Managing Director of First Choice. “No one should feel pressured into being someone they’re not on holiday. A lads’ trip should be about fun, friendship, bonding, and making memories.”
CALM CEO Simon Gunning adds: “Sometimes it can feel like you have to fit a certain mould on a lads’ holiday. But the truth is, there’s no one way to spend time with your mates. We’re proud to support Better Boys Trips—it’s a powerful reminder that holidays should feel authentic and uplifting.”
To bring this message to life, First Choice has curated a collection of alternative trips—from classy hotels in classic party spots to unique, experience-led getaways that break the mould.
And to further support CALM’s life-saving work, they’ve partnered with indie fashion label Everpress to release a limited-edition line of reimagined ‘lads’ holiday’ tees, with all proceeds going toward mental health support and suicide prevention.
This isn’t just a campaign—it’s a movement to redefine what friendship, travel, and masculinity can look like.
Explore Better Boys Trips now at First Choice.
Support CALM and shop the limited-edition collection at Everpress.
If you or someone you know is struggling, visit www.thecalmzone.net for free resources and support.
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