Whilst on holiday recently ("No, I'm not going to say where," he said mysteriously), I came across news of a survey by Boots UK that revealed that the 'high-rise Costa Blanca resort of Benidorm has been named the most embarrassing place to go on holiday, followed in quick succession by Tenerife, Ibiza and Magaluf.'
Apparently, the coolest places are Paris, New York and Portugal.
Given the business I'm in, I suppose I shouldn't be surprised that even our choice of where we spend our down-time reflects on who we are and what we value although I wonder how many of us plump for one place over another simply based on how it's going to go down in the office afterwards.
In the spirit of Myles Na gCopaleen (who memorably proposed a service where professional readers would go through the books in your library that you'd never read and rough up the covers, dog-ear the pages and make pretentious notes in the margins so that you could make it appear to guests that you were extremely well-read) and with the wide range of online tools available to us now, perhaps some enterprising opportunist will furnish us with pseudo holiday experiences (including heavily-doctored family snaps and fantasy restaurant names and menus) that will save our blushes at our 'uncool' choice of holiday destination and allow us to boast instead about our wonderful two weeks in Portugal or the latest hot spot du jour?
Give us a break! Refreshed after switching off for two weeks from my own world of branding, I'm beginning to wonder whether there's anywhere we can retreat to in the modern world that doesn't come labelled with connotations of taste and status?
As for my own holiday destination..?
No, I'm not going to play that game. Let's just say that it didn't feature at either end of the cool-scale.