Nearly half of British adults now see themselves as the Chief Vacation Officer (CVO) in their friend groups, according to a recent poll of 2,000 people. The study, commissioned by a major technology firm, found that 64 % of respondents think a trip would not get off the ground without someone taking on that role.
Who fills the CVO role and what they do
The survey identified six typical personalities that appear in group travel planning. Alongside the CVO, there is the “Busy Bee,” who is rarely free, and the “Ghost,” who vanishes until the last minute before departure. The “Snap Happy One” insists on documenting every moment, while the “Fluent‑ish Friend” tackles local languages with confidence. “Window Shoppers” browse social media for recommendations but rarely book anything themselves.
In the poll, 53 % said the CVO’s work is undervalued, even though the person typically initiates the conversation, selects destinations, and coordinates logistics. Vicky Pattison, a television personality who described herself as a CVO, highlighted the complexity of the role: “It’s safe to say I love a holiday, and in my friendship group I am absolutely the lead booker and honestly, I thrive from the challenge.” She added that the process expands from a simple “we should all go away” idea to sorting dates, comparing hotels, collecting passport details and chasing repayments.
Technology’s part in modern holiday planning
Smartphones are now essential to the CVO’s toolkit. The research showed 67 % of respondents rely on their phones to organize trips, using social media to discover destinations (40 %) and artificial‑intelligence platforms to craft itineraries (almost as many). Yet 46 % still find it difficult to keep group chats, bookings, and personal preferences together in one place.
Gen Z travelers are turning everyday downtime into planning sessions, with 24 % admitting they arrange holidays during lunch breaks or commutes. The biggest hurdles cited were finding dates that suit everyone (42 %), choosing accommodation (27 %) and gathering passport information (11 %). When asked what would simplify planning, 37 % said a view that shows flights, hotels and messages side by side would be most helpful.
Other desired features included the ability to see multiple apps simultaneously (38 %), smoother multitasking between chats, bookings and itineraries (34 %) and larger screens for easier comparison of options (32 %). More than a third of respondents indicated that better tools would encourage them to organize more trips abroad.
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Group travel planning remains a challenge.
Comparing this to earlier travel surveys, the rise in reliance on mobile devices mirrors a broader shift toward on‑the‑go planning that started a decade ago. While laptops once dominated the process, today’s CVOs expect instant access and real‑time coordination, a trend that seems likely to keep growing as younger travelers become the primary decision‑makers.
The top ten challenges for group holidays, as listed by respondents, ranged from aligning dates and budgets to securing payments and finalizing activities. The list reflects the many moving parts that a single individual must juggle, often without formal support or dedicated software.
Samsung, the company behind the study, used the findings to promote its Galaxy Z Fold7 as a “travel command centre,” highlighting its Multi‑Window capability. The device is marketed as a solution that could let a CVO view flight options, hotel listings and chat threads all at once, theoretically easing the coordination burden.
Despite the hype, the data suggest there is still a gap between what users want and what current tools deliver. While 38 % desire multi‑app visibility, only a fraction currently have devices that seamlessly integrate those functions. Until manufacturers close that gap, the CVO will likely continue to rely on a patchwork of apps and manual tracking.
