On the Road Again: Eight in Ten Brits Happy to Travel for Live Music

• New research from Ambassador Cruise Line also reveals that almost half (44%) of Brits intend to go on tour to take in a gig

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

• The Monarchs Blues Band, from Cheshire, crowned One More Dream winning act

New research* from Ambassador Cruise Line has revealed that eight in ten Brits would be willing to travel to see a gig, with nearly half (47%) prepared to travel to a different city in the UK, 23% eager to travel somewhere in Europe and one in ten happy to go to a different continent.

Baby Boomers (those born between 1946 – 1964) are the generation most willing to travel within the UK, with 51% of respondents saying they definitely would, as opposed to just 43% of Gen Zers (born between 1997 and 2012).

Concurrently, the younger generation is more open to travelling to Europe to attend a music event (28% Gen Zers v 14% Baby Boomers) and even as far as to a different continent (18% Gen Zers v 5% Baby Boomers).

The survey also revealed that 44% of Brits have booked a holiday or short break because a particular artist or band was performing or a music event was happening there.

When asked about the destinations Brits would like to visit the most because of their music culture or heritage, American cities such as New York City (22%), Nashville (16%), New Orleans (15%) and Memphis (11%) came out top.

Closer to home, London (19%), Liverpool (17%), Paris (14%), Dublin (12%) and Manchester (11%) were the domestic favourites.

Interestingly, the top choice for Baby Boomers (21%) is Liverpool, while New York City is the main destination for Gen Zers (29%).

Three quarters of Brits yet to fulfil one or more lifelong aspirations

The research commissioned by Ambassador Cruise Line also revealed that three quarters of Brits (76%) have not yet been able to fulfil one or more of their lifelong ambitions. Although two thirds (69%) remain confident that they will be able to accomplish at least one of them. 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.

The survey also showed 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%), joy (29%) and relaxation (29%).

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 offering performers from the 60s and 70s generation the chance to fulfil a long-held musical ambition. The project, launched by Ambassador together with the radio station for the Baby Boomer generation, invited 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 to put themselves forward for a very special ‘second chance’.

Singer/songwriter Suzi Quatro and world-famous music producer Mike Batt joined Boom Radio presenters Judi Spiers and Graham Dene to judge all entries. Music industry legends Tony Christie and Tony Hadley bolstered the judging panel to pick the winner, which was announced live on air on Boom Radio on Tuesday 3 March.

The winning act is The Monarchs Blues Band, from Northwich in Cheshire. The band will now have their record professionally produced by Mike Batt and will 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.

The Monarchs Blues Band consists of five members: Les, vocals and guitar; Martin, guitar; Madge, drums; Ilbert, double bass; and Dave, sax and clarinet. They all met through band adverts, chance meetings and mutual connections.

The group, aged between 50 and 80, performs at festivals, clubs and blues venues about 20 times a year and describes their style as vintage music, played on vintage instruments by vintage people. Although they haven’t enjoyed professional success, Dave was once lucky enough to jam with Paul McCartney and even got to keep his raincoat afterwards!

Gordon Nardini, Chief Marketing Officer at Ambassador Cruise Line, said: “‘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.

“This amazing initiative is a heartfelt, uplifting project that taps into the stories and passions of the Boomer generation and offers a wonderful platform for a talented band such as The Monarchs Blues Band to make it happen second time around.

“Many congratulations to The Monarchs Blues Band for winning the competition, showing that it is never too late to chase our dreams. We wish them the very best of luck and we look forward to seeing them perform onboard Ambience at the end of this year!”

-Ends-

For further press information, please contact:
Josie Waddington | Tilly Everard | Marta Malagon Manas | Sarah Geppert | Elsa Findlay | Emma Arthurs
T: +44 (0)20 3440 8930
E: ambassador@rooster.co.uk
W: Rooster Ambassador Newsroom

Notes 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.

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 The Monarchs Blues Band
Comprised of five members, The Monarchs Blues Band 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.

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.