As the school holidays approach, millions of Britons are preparing for what Guardian columnist Emma Brockes describes as the nation's strongest competitive sport: the all-inclusive and all-you-can-eat buffet olympics. In a lighthearted commentary, Brockes suggests that while Wimbledon and the World Cup draw global attention, the British talent for maximising value at holiday resorts remains unmatched.
Brockes recalls her own training ground: the Pizza Hut salad bar in the 1980s, where she honed her buffet skills through multiple trips to pile plates high. This experience, she argues, has become invaluable for a generation now embracing the revival of all-inclusive holidays. Since the Covid-19 pandemic, booking trends have shifted markedly towards formalising what she calls Britain's latent maximalist instincts when it comes to enjoying time off.
Between 2023 and 2024, bookings for European all-inclusive resorts rose by 30%, according to industry data. The latest figures from ABTA, the UK travel association, indicate that a quarter of British holidaymakers now opt for all-inclusive packages, which typically offer bottomless canteen-style food and drink. Brockes notes that no matter how much travellers pay upfront, the experience feels like free consumption.
The columnist paints a vivid picture of the modern British holidaymaker, starting the day with early-morning drinks at Luton airport and continuing until the last coach leaves the resort. She describes her own children, born in the United States, reacting with wide-eyed surprise at seeing passengers drinking alcohol before dawn. This, she says, is simply how it is now.
Brockes' observations tap into a broader cultural phenomenon. The all-inclusive holiday has long been a staple of British tourism, particularly in Mediterranean destinations such as Spain, Greece, and Turkey. The appeal lies in the predictability of costs and the freedom to indulge without worrying about individual bills. For many families, the buffet represents the pinnacle of this experience, offering unlimited access to a variety of dishes.
The columnist's humorous take on buffet strategy resonates with a nation known for its competitive approach to value. She implies that the British have developed an almost athletic discipline in navigating the buffet layout, timing their visits to avoid queues, and selecting the most cost-effective items. This skill, she suggests, is passed down through generations, with parents teaching children the art of the perfect plate.
Critics of all-inclusive holidays often point to the potential for overconsumption and waste, but proponents argue that the model offers relaxation and simplicity. For many British families, the all-inclusive package provides a stress-free holiday where meals and drinks are included, eliminating the need to budget for extras. The rise in bookings since the pandemic suggests that this approach is gaining popularity, as travellers seek hassle-free getaways.
Brockes' article, published in The Guardian, has sparked discussion among readers, with many sharing their own buffet strategies and memories of childhood holidays. Some have defended the all-inclusive model as a practical choice for families, while others have embraced the humorous framing of Britons as elite buffet athletes.
The revival of the all-inclusive holiday reflects broader trends in the travel industry. After years of disruption caused by the pandemic, many tour operators have reported strong demand for packages that offer certainty and value. The all-inclusive model, once associated with budget resorts, has evolved to include luxury options, with high-end hotels offering gourmet dining and premium drinks as part of the package.
For Brockes, the all-you-can-eat buffet remains a quintessentially British pursuit, combining a love of food with a competitive spirit. Whether at a Pizza Hut salad bar in the 1980s or a resort in the Mediterranean today, the skills developed in childhood continue to serve Britons well. As the summer holidays begin, millions will once again take their places at the buffet, ready to compete in what Brockes calls the nation's strongest sport.
