The study highlights how modern holidays have become a juggling act of apps, group chats and bookings, with organisers often carrying the bulk of the planning load.
The research, which surveyed UK travellers, found that 64% of Brits believe trips rely on a central organiser, with 53% saying the role is undervalued. The CVO handles everything from starting group chats to selecting destinations and coordinating multiple schedules.
Alongside the CVO, other typical characters emerge. One in five Brits identify as “The Snap Happy One,” who ensures no moment goes unphotographed, while 15% are the “Busy Bee,” frequently unavailable for finalising dates. Other personas include the “Ghost,” the “Window Shopper” and the “Fluent-ish Friend,” each bringing their quirks to the planning process.
Phones have become an essential tool. Sixty-seven per cent of respondents said they rely on their mobiles for organisation, with 40% using social media to discover destinations and 42% leveraging AI platforms for itinerary planning. Despite this, 46% admitted they struggle to keep track of all conversations, bookings and preferences in one place. Gen Z travellers are embracing on-the-go planning, with 24% arranging trips during lunch breaks or commutes.
Samsung enlisted former reality star Vicky Pattison to champion the CVO role. Pattison said: "It is 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. What starts as a simple ‘we should all go away’ somehow turns into sorting dates, comparing hotels, collecting passport details and reminding people to pay you back, and I secretly get a kick out of it. Everyone loves the holiday once it’s booked, but very few see what goes into making it happen."
The study also highlighted the biggest planning challenges: 42% said coordinating dates, 31% agreeing on a budget, and 27% choosing where to stay. Other common issues included unresponsive group members, frequent changes in plans, and aligning activities to ensure everyone enjoys the trip.
Samsung’s Galaxy Z Fold7 was presented as the ultimate CVO tool. Annika Bizon, mobile experience VP at Samsung, said: "The Galaxy Z Fold7’s expansive foldable display and Multi Window functionality make it easier to plan, book and manage every part of a trip while keeping the group chat open. From flight comparisons to hotel choices, it brings order to the chaos."
The research underlines a shift in group travel culture: planning is now a structured, high-pressure role, with technology acting as a crucial support to ensure the holiday goes smoothly.
Pre-orders for the Galaxy Z Fold7 are now available, offering a tech solution to keep every trip on track.
