Three Quarters of Brits are yet to Fulfil One or More Lifelong Aspirations

• New research from Ambassador Cruise Line reveals that two thirds of Brits remain confident that they will be able to fulfil at least one of their life ambitions

• Travelling more and learning new skills top the list of wishes Brits still have on their bucket list

• Research commissioned to mark Ambassador’s partnership with Boom Radio and the launch of One More Dream, a nationwide search for a band or artist seeking a second chance of stardom

New research* from Ambassador Cruise Line has revealed that three quarters of Brits (76%) have not yet been able to fulfil one or more of their lifelong ambitions. However, two thirds (69%) remain confident that they will be able to accomplish at least one of them.

With time on their side, confidence is naturally higher among younger generations, with 84% of Gen Zers (those born between 1997 and 2012) being optimistic that they will be able to make at least one of their dreams come true. In contrast, half (52%) of Baby Boomers (born between 1946 – 1964) say they feel the same way.

Nearly half (48%) of those with unfulfilled ambitions said that one of their lifelong goals is to visit as many countries as possible while they still can, while 32% said that they want to go on a cruise – showing the importance of travel as a deeply valued life pursuit and a way to build meaningful memories.

Additionally, the research also revealed that Brits are increasingly on a mission to relive their youth, with nearly two-thirds (64%) seeing travel as the perfect way to hit rewind and more than a third (38%) already planning a nostalgia-led trip – or ‘nostalgication’ – in 2026.

For many, it is about revisiting the ‘good old days’ and the moments that shaped them, with memories sparked by nostalgic travel most commonly associated with feelings of gratitude (39%), rising to 43% among Baby Boomers, alongside joy (29%) and relaxation (29%).

Beyond exploring the world, the research has also uncovered a desire for Brits to tap into their artistic side. Over a quarter (27%) of those with items left on their bucket list want to learn or re-learn how to play a musical instrument, while 21% wish to share a story by writing a book or a play and a further 16% want to learn how to dance – perhaps indicating a desire to take on new challenges and to enjoy the sense of accomplishment that comes from learning a new skill.

When asked about the reasons getting in the way of fulfilling their lifelong dreams, more than half of respondents (55%) said financial constraints were a factor and 38% cited time limitations. 21% said that parenting obligations are holding them back.

However, on a sadder note, a quarter of respondents say it’s about lack of confidence and over one in ten (13%) believe they are now too old to fulfil their ambitions.

One More Dream in partnership with Boom Radio

The research was commissioned to better understand the emotional drivers behind nostalgia-led travel as Ambassador, in partnership with Boom Radio, launched One More Dream – a nationwide search giving a band or artist from the 60s or 70s generation the chance to finally step into the spotlight. The initiative taps directly into the same sentiments highlighted in the research, celebrating music, memories and the idea that it is never too late to fulfil a lifelong ambition.

In January, Boom Radio listeners wishing to take part were invited to share both their music and the story behind their journey via the Boom Radio website, with performers encouraged to put themselves forward either individually or as part of a group. Singer/songwriter Suzi Quatro and world-famous music producer Mike Batt joined Boom Radio presenters Judi Spiers and Graham Dene to judge all entries, with five acts shortlisted to be in with a chance of winning the grand prize, where they will have their record professionally produced by Mike Batt and perform live aboard Ambassador’s first lady of the sea, Ambience, during the four-night One More Dream – Hamburg’s Festive Delights itinerary, departing London Tilbury on 6 December 2026.

Music industry figures Tony Christie and Tony Hadley will bolster the judging panel to pick the winner, which will be announced live on air on Boom Radio on Tuesday 3 March.

The five shortlisted acts are:

– The Monarchs Blues Band (Northwich, Cheshire)
Comprised of five members, Les, Martin, Ilbert and Dave – who got together through band adverts, chance meetings and mutual connections – and Madge who joined later replacing their original drummer. The band performs at festivals, clubs and blues venues and describes what they do as vintage music, played on vintage instruments, by vintage people. Fun fact: Dave once jammed with Paul McCartney, after which Paul gave him his raincoat.

– Scotty & The Flowing Locks (Selston, Nottinghamshire)
Brothers Mick and Dave formed a band 53 years ago, with their dad – who has since sadly died – as their manager and roadie. An energetic band who play all kinds of music from the 60s to the present day, they now play with friend Ian and Mick’s son, Scott, who joined them as lead singer five years ago. The name of the band, Scotty & The Flowing Locks, is a nod to youngster of the band Scott having plenty of hair whilst Mick, Dave and Ian comprise the ‘flowing locks’ with none!

– Ken “Whizzy” Wiseman (High Wycombe, Buckinghamshire)
Ken is a vocalist and a writer who enjoys a variety of commercial music. However, prior to his solo career, he was part of X-A-Dus after a successful audition in his late teens. The group, which was active for over 20 years, was formed by secondary school pupils from St Vincent & The Grenadines and performed on major stages across the Caribbean, Canada, USA, the Netherlands, the UK, Belgium and Colombia.

– Steve Strawhead (Peterborough, Cambridgeshire)
In his 20s, Steve was spotted singing in a Spanish piano bar by Brad Aspess MBE, who whisked him off to a one-on-one meeting with a pre-X Factor Simon Cowell. In the 1990s, his band reached the final four of Yamaha’s first ‘Battle of the Bands’, performing at Abbey Road Studio 2 for George Martin and Bob Harris. They didn’t win, but they were offered a fully funded UK & Ireland tour… for 20 days. Steve picked up his guitar again during lockdown and now performs regular one-hour sets of country and pop original songs.

– Gabriel Butler (Truro, Cornwall)
Gabriel has been in the music business for most of his working life, starting out as an apprentice organ builder. In the 80s, he developed digital music for the early computers of the time and has written many ‘How To’ books and instruction manuals for musical instruments. Gabriel has performed with choirs and amateur musicals, before going on to form a group called Harmonix with his daughter, performing songs from the 60s onwards on top of backing tracks. Gabriel is currently a busker and sings with local acapella groups.

Gordon Nardini, Chief Marketing Officer at Ambassador Cruise Line, said: “We can all relate to the theme of unfulfilled ambitions. Regardless of age, gender and where we come from, many of us still hope to make one or more of the dreams on our bucket list come true – whether it’s travelling the world, learning a new skill or getting the old band back together.

“‘One More Dream’ offers performers from the 60s and 70s generation the chance to fulfil a long-held musical ambition, firmly proving that it is never too late to chase and fulfil our ambitions.”

-Ends-

For further press information, please contact:
Josie Waddington | Tilly Everard | Marta Malagon Manas | Sarah Geppert | Elsa Findlay
T: +44 (0)203 440 8930
E: ambassador@rooster.co.uk
W: Rooster Ambassador Newsroom
rooster.co.uk

Note to editors

* Findings based on a Mortar Research UK survey of 2,004 respondents commissioned by Ambassador Cruise Line in December 2025.

Baby Boomers are defined as those born between 1946 and 1964, a generation named after the post-war “baby boom” that followed the Second World War. They grew up during a period of major social and cultural change and were among the first to experience mass package holidays and affordable air travel, helping shape many of the travel and leisure habits still seen today.

Generation Z refers to those born between 1997 and 2012, the first generation to grow up fully in the digital age. While both generations value meaningful travel, Boomers are more likely to associate it with nostalgia and shared cultural memories, while Gen Z tends to connect travel with personal identity, pride and a sense of freedom.

A nostalgication is travel with emotional intent – returning to familiar places, reliving formative holidays or immersing yourself in the music, culture and experiences that bring memories flooding back. Rather than chasing novelty, nostalgications are about meaning, memory and personal connection.

About ‘One More Dream’
‘One More Dream’ is a nationwide initiative launched by Ambassador Cruise Line in partnership with Boom Radio, the radio station for the Baby Boomer generation, offering performers from the 60s and 70s generation the chance to fulfil a long-held musical ambition. The project is open to bands, duos and solo artists whose path to fame may have faltered the first time round – as life got in the way – but whose talent and passion deserves to shine at last.

Since the beginning of January, Boom Radio listeners and website visitors have been invited to share both their music and the story behind their journey via the Boom Radio website. Entries are open until Wednesday 4 February 2026, with performers encouraged to put themselves forward either individually or as part of a group.

Following the close of submissions, shortlisted acts will take part in a judging process led by a panel comprising Boom Radio presenters and music industry figures. The winning band will enjoy, at last, the experience they once dreamed of. Having been guided and mentored at a rehearsal session by well-known figures in music, they will then be brought to London’s legendary AIR Studios to lay down a professionally produced track with the world-renowned No.1 hit-making producer, Mike Batt. The initiative will reach its finale with a headline live performance on board Ambassador’s first lady of the sea, Ambience, during the four-night One More Dream – Hamburg’s Festive Delights itinerary, departing London Tilbury on 6 December 2026.

Logos and Talent images available to download here

About Boom Radio
Boom Radio is the UK DAB+ station launched in 2021, built by baby boomers for baby boomers, playing an unrivalled variety of ’60s classics, ’70s memories – and those hidden gems! Presenters include David Hamilton, Graham Dene, Roger Day, Simon Bates, Judi Spiers, Nicky Horne, Diana Luke and many more familiar names from radio’s greatest days. The station can be heard on DAB+ across the UK and also on smart speakers such as Alexa.

About Ambassador Cruise Line
Ambassador Cruise Line launched in 2021, offering the UK market authentic no-fly cruises, affordable quality and the warmest welcome at sea. Based in Purfleet, Essex, Ambassador provides adult-only experiences to multiple destinations including the Nordics, Iceland, the Mediterranean, Caribbean and Africa. The cruise line’s first ship, Ambience, entered the fleet in May 2022, operating from her home port of London Tilbury. From the 2023/24 season, guests have sailed on board Ambience as well as Ambassador’s second ship, Ambition, whose maiden voyage in May 2023 heralded the launch of sailings from seven regional UK ports: London Cruise Terminal in Tilbury, Essex, Newcastle, Dundee, Liverpool, Belfast, Bristol Royal Portbury and Portsmouth.

With the addition of Renaissance to the fleet following the merger of Ambassador Cruise Line and French cruise operator Compagnie Française de Croisières in January 2025, marking the creation of a leading European affordable quality cruise line for the silver market, the company now offers a fly-cruise Caribbean programme from October 2025 through March 2026 operated under ATOL license 12713. Renaissance is set to return to the Caribbean for a second winter season following strong guest and trade demand. Due to operate between 29 October 2026 and 1 April 2027, the programme also includes two repositioning sailings at the beginning and end of the season, alongside eight 14-night fly-cruise itineraries.