New research has lifted the lid on the different personalities that make up a group trip, with 64% of Brits saying a getaway would never get off the ground without the ‘Chief Vacation Officer’ (CVO).

From starting the chat to choosing destinations and deciphering endless messages, 53% of Brits say those who organise group getaways play an undervalued role in making trips happen.

The research found that while every group trip needs a CVO, most of them often come with their own cast of characters. One in five (20%) identify themselves as the “The Snap Happy One”, who can’t let a meal or moment pass without taking a photo, while a further 15% admit they are the “Busy Bee” who can never quite make the dates.

The Group Trip Cast of Characters

1. CVO – takes charge and makes the trip happen
2. Busy Bee – somehow never free
3. Ghost – says they are in before vanishing until the airport
4. Window Shopper – sends endless inspiration without ever locking anything in
5. The Snap Happy One – starts planning photo opportunities before they leave, mapping the most Instagram-worthy spots
6. The Fluent-ish Friend – brushes up on the local language weeks before departure, clocking up Duolingo lessons and practising key phrases in the hope they’ll sound like a fluent local

Commissioned by Samsung, the research found that phones are becoming an increasingly important tool for today’s trip planners, with 67% relying on their mobile to help organise trips, from using social media to discover new destinations (40%) and AI platforms to help build the perfect itinerary (42%). Despite this, almost half of respondents (46%) admit they still struggle to keep track of the group chat, bookings and everyone’s preferences in one place.

The planning juggle is no longer confined to laptops or kitchen tables either, with Gen Z turning everyday downtime into personal-admin windows, as nearly a quarter admit to planning a holiday during their lunch break or on the commute (24%).

To shine a spotlight on the heroic work of CVO’s, Samsung has enlisted the support of Vicky Pattison, a self-confessed Chief Vacation Officer, to explore how travel planning has evolved from a simple booking task into a juggling act across apps and content streams, and the pride she feels when the plans finally exit the group chat.

The campaign highlights the Samsung Galaxy Z Fold7 as the ultimate travel command centre for the modern CVO. With its immersive foldable screen, expansive cover display and Multi Window functionality, it helps holiday planners compare flights, hotels and itineraries while keeping the group chat open and moving. Built for planning on the go, its AI-powered features also make it easier to manage to-do lists, track details and turn holiday ideas into booked trips.

Vicky Pattison commented:

“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. What starts as a simple ‘we should all go away’ somehow turns into you 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 people see what goes into making it happen.

I think every friendship group has that one person who ends up carrying the trip from idea to reality, and with the Galaxy Z Fold7’s Multi Window, it’s so much simpler than it was before.”

The study revealed the biggest holiday planning challenges, including choosing where to stay (27%), collecting everyone’s passport details (11%) and finding dates that work for everyone (42%), all making the top 10.

Top 10 Holiday Planning Challenges

1. Finding dates that work for everyone (42%)
2. Agreeing on a budget everyone is happy with (31%)
3. Choosing where to stay (27%)
4. Making decisions when no one else will commit (23%)
5. Getting everyone to reply in the group chat (23%)
6. Dealing with people changing their mind repeatedly (23%)
7. Chasing people for payments or deposits (21%)
8. Comparing too many destination options (20%)
9. Aligning on activities so everyone feels the trip is worth it (20%)
10. Deciding on flights or travel times (19%)

It’s no surprise, therefore, that over a third of Brits (37%) believe having better tools to support holiday planning would make them more likely to organise more trips abroad.

When it comes to ease of planning, Brits identified being able to view multiple apps at once (38%), easy multitasking between chats, bookings and itineraries (34%) and a large screen for comparing options more easily (32%) as the device features they would find most useful when planning a group trip.

Annika Bizon, Mobile Experience VP of Product and Marketing, at Samsung, said:

“The Samsung Galaxy Z Fold7 is built for the way modern holidays come together. Whether you’re comparing destinations and social media side by side or managing group chats and itineraries in real time, its expansive 8-inch unfolding display and Multi Window experience make it easy to plan, book and bring every part of your trip together in one place.”

Every friendship group has someone who somehow makes the trip happen, and 79% of those who regularly plan group holidays say a device that lets them view multiple apps and conversations at once would be useful.

With Multi Window, Galaxy Z Fold7 lets CVOs keep the group chat open while comparing flights, hotels and itineraries side by side. Features including Live Translate help break through language barriers when making calls, sending messages or having face-to-face conversations abroad, while its foldable form factor makes it easier to get everyone into the group photo once they get there. From first message to final photo, the Samsung Galaxy Z Fold7 is built to get the trip out of the chat and into real life.

“Samsung’s strength in the foldable category comes from connecting user needs with our technologies that deliver tangible benefits in everyday life,” said Sunghoon Moon, EVP and Senior Executive, Mobile R&D Office – H/W, Samsung Electronics. “For the next generation of Galaxy foldables, Samsung is building on years of expertise to bring display innovations into devices that enhance user experiences, anchored by exceptional viewing experiences.”

Building on Years of Foldable Experience

Samsung has played a leading role in advancing mobile display innovation and bringing it to consumers at scale through mobile devices. This legacy includes the widespread adoption of AMOLED displays in 2007 and the evolution of displays into flexible form factors.

Innovative technologies can only reach their full potential and provide meaningful user experiences through continuous refinement in real-world conditions, and the foldable category is no exception. Across seven generations of Galaxy foldables, Samsung has listened closely to consumer feedback. This has given the company a deep understanding of what users expect from the category: larger, more immersive viewing experience with less visible crease — without compromising durability or portability.

To meet these expectations, Samsung had to rethink how foldable displays are constructed by bringing together breakthroughs in technology, materials and mechanical engineering. The result is the latest milestone in foldable display innovation: Flex Titanium technology. By successfully integrating display innovation with device engineering, Samsung will continue to shape the direction of the mobile industry and deliver standout user experiences.

Flex Titanium: Next-Level Viewing

To create a display that provides an immersive viewing experience while maintaining its ability to withstand everyday use, Samsung took a new approach to structural design. This required a material strong enough to withstand external shock, flexible enough to endure repeated folding and thin enough to fit within a refined device structure. Balancing all three factors was essential to advancing foldable displays — and titanium offered the right mix.

Known for its resilience and strength, titanium has been used in some of the most demanding applications, including satellite antennas and the wheels of a Mars rover. While its strength makes titanium a dependable material, it also presents significant engineering challenges when applied to the thin and flexible structure of a foldable display due to its stiffness. Drawing on its expertise, Samsung has integrated titanium into two key components: a titanium-alloy film and a titanium plate.

The titanium-alloy film is a component that supports the display from within, sitting below the OLED panel. Compared with polymer film, it provides 20 times greater mechanical stiffness. A precision rolling process makes the material exceptionally thin — measuring roughly one-third the thickness of an average human hair — enabling a slimmer display panel.

Below this sits a robust titanium plate, a flexible structure that supports the display module from beneath. It allows tighter bonding with the display module by eliminating air gaps between the module and the adhesive on the plate through advanced hole processing technology. This new structure provides more stable support underneath the display when unfolded while retaining the flexibility needed to accommodate repeated folding.

Furthermore, by integrating a high-resolution architecture and next-generation organic materials, the new display delivers ultra-vivid display resolution while reducing power consumption — delivering a dramatic boost in overall power efficiency.

“By introducing sophisticated micro-patterned holes to the folding section of the titanium plate, we have successfully secured flexibility with robust durability,” said Kyung-Jin Yoo, EVP and Head of Mobile Display Product Development Team, Samsung Display. “Combining high-resolution display architecture with new organic materials that maximises power efficiency, we will further strengthen the competitiveness of next-generation Galaxy foldable devices.”

Together, these advancements enable a strong foldable display that maximises content immersion on a seamless screen and reduces crease visibility — all while keeping it slim. By balancing strength, flexibility and structural stability, Samsung continues to set the bar for foldable displays.

The new Flex Titanium technology will debut with Samsung’s next-generation Galaxy foldable devices. Further details will be unveiled at Galaxy Unpacked.

Simply wearing the new Galaxy Watch is all it takes to experience a whole new level of effortless wellness. Galaxy Watch works continuously in the background, making comprehensive healthcare a seamless part of your daily routine. Powered by all-new internal components and enhanced battery life, the upcoming Watch is built to track your health for longer and with greater accuracy. 

Galaxy Watch has always understood us in ways we can’t always see — tracking how we rest, move and sleep. Now enhanced with intelligent, AI-driven insights, it is evolving to help us better understand and proactively manage our health in real time. 

Join us for Galaxy Unpacked on July 22 at 2 p.m. BST as we introduce the next evolution of Galaxy Watch. Discover how the new Galaxy Watch empowers you to take control of your wellness and live a healthier life within a connected AI ecosystem. 

While many brands have followed our lead since the introduction of the Samsung Galaxy Fold in 2019, it is Samsung that stands out as the ultimate architect of the foldable smartphone sector. Our heritage in foldables is what ensures we drive continued innovation in future designs.

Separating Rumour From Reality

As the premium foldable space moves so quickly, the tech world is constantly buzzing with anticipation. Our focus remains on improving our foldables to meet consumer expectations, as well as the democratisation of technology. Slimmer devices with smoother displays and advancing AI capabilities are some of our key focus areas

At the same time, we focus on how consumers actually use their foldables day to day. This informs how we develop innovative form factors and aspect ratios, to create devices designed for consumers first.

A Heritage of Relentless Innovation Without Delay

What truly separates a category leader from the rest of the industry is consistency. While many companies have experimented with concepts, Samsung has spent the last seven years actively defining and redefining the standard for foldable smartphones.

Since the ground-breaking release of the original Samsung Galaxy Fold in 2019, Samsung has consistently delivered significant foldable innovations year on year, entirely without delay.

Through every generation of the Galaxy Z Fold and Z Flip series, the commitment to consistent hardware updates and software innovations has transformed a daring engineering experiment into an irreplaceable part of modern mobile life.

What form will the next foldable innovation take?

Stay tuned and make sure to register at samsung.com/unpacked for exclusive benefits, upcoming teasers, trailers, and updates ahead of Galaxy Unpacked July 2026.

Since its global debut in October 2025, Galaxy XR has continued to evolve through software updates that introduce new everyday and enterprise capabilities, further enhancing the Android XR experience.

Features designed to make digital experiences feel more connected to real life and unlock new levels of immersion. These include:

• Travel and search with Google Maps: Users can explore the world in stunning 3D with Immersive View, use Gemini as a guide to navigate to any place on Google Maps and ask for personalised suggestions about nearby places while exploring the world in immersive 3D^[2]
• Deep-dive into content with AI: With YouTube, users can dive into the world’s largest library of immersive 180 and 360-degree VR content, or check out the new spatial tab with content that creators have converted to 3D. As users are watching videos, they can naturally ask Gemini about what they see and get more information about the video they are watching, unlocking richer learning and discovery experiences.
• See more with video pass through and Circle to Search^[3] : In pass through mode, users can see the physical world around them and draw a circle with their hand to instantly search for information about anything in front of them.
• Auto-spatialize videos and photos into 3D^[4] : Bring photos and videos to life, turning memories into immersive experiences or reimagining them in entirely new ways.
• Immersive viewing experiences: Users can stream their favourite shows on a 4K Micro-OLED screen that feels like a personal theatre.
• Powered by Snapdragon® XR2+ Gen 2 platform^[5] : Galaxy XR combines advanced AI processing, immersive sound and ultra-high-resolution displays to place users at the centre of extended worlds optimised for XR.
• With up to 2.5 hours of battery life^[6] , users can stay immersed for longer.

These updates are part of Samsung’s ongoing development of the Android XR experience, making immersive computing more intuitive, practical and accessible for everyday use.

Enterprise capabilities added via Android Enterprise support

Galaxy XR supports Android Enterprise, enabling organisations to deploy and manage devices using established Android management frameworks.

With enterprise-grade controls, security features, and deployment options like managed application distribution and device enrolment, IT admins can reliably deploy devices for use cases across retail, healthcare, and manufacturing, sectors where immersive environments are increasingly being explored for training, productivity, and collaboration.

Samsung has confirmed continued software and security support for Galaxy XR, reflecting Samsung and its partners’ commitment to platform development for Android XR devices.^[7]

Availability

The Samsung Galaxy XR is available to purchase now from £1,699 RRP, and for a limited time, customers can receive an Explorer Pack worth over £665, containing 12 months of Google AI Pro, YouTube Premium, Google Play Pass, Calm Premium and Project Pulsar by Adobe, as well as NFL PRO ERA and immersive experience ASTEROID.

For the latest news from Samsung UK & Ireland, please visit: https://news.samsung.com/uk/

[1] Children under the age of 13 should not use the Galaxy XR. If you are pregnant, elderly, have had a seizure, loss of awareness, or other symptoms linked to an epileptic condition, have pre-existing binocular vision abnormalities or psychiatric disorders, user a pacemaker or other implanted medical device, or suffer from a heart condition or other serious medical condition, please consult a doctor before using the Galaxy XR

[2] Requires Google account. Results may vary based on input; check responses for accuracy. Google and Gemini are trademarks of Google LLC.

[3] Circle to Search is a trademark of Google LLC. Results for illustrative purposes only. Available on select devices and internet connection required. Works on compatible apps and surfaces. Result may vary depending on visual matches. Check responses for accuracy.

[4] Quality and availability of spatialisation may vary based on original media. Subject to usage limits.

[5] Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries. Snapdragon is a trademark or registered trademark of Qualcomm Incorporated.

[6] Video playback tested in a virtual environment using 2D video content from YouTube. Actual battery life varies by network environment, features and apps used, and many other factors

[7] Availability and timing of Android OS upgrades and security updates may vary by model and market.

The five teams were declared winners from a group of ten European finalists during the competition, in Milan, in October 2025.

The students were invited to experience Samsung’s innovation ecosystem first hand while immersing themselves in Korean culture.

During the three-day trip in June, the students visited Samsung Innovation Museum at the Samsung Digital City in Suwon, and the Samsung R&D Campus in Umyeon, where they had a mentorship session with Mauro Porcini, Chief Design Officer of Samsung Electronics, discussing ways to further develop and refine their ground-breaking ideas.

The winning teams showcased innovative solutions addressing critical societal challenges, such as:

• CuraStep, UK: A smart IoT biometric shoe designed to empower diabetic patients and individuals with foot ulcers, preventing complications and promoting active lifestyles.
• SkillNETIC, Germany: An AI-powered platform revolutionising physical education by focusing on individual progress and self-development rather than grades.
• Liova, France: An eco-designed power bank utilising components recovered from old electronic devices, championing a circular economy and sustainable energy solutions.
• Valery, Hungary: A comprehensive educational platform addressing gaps in female hormonal health education, empowering individuals with knowledge on conditions like Polycystic Ovary Syndrome (PCOS).
• VisionNex, Czech Republic: Affordable smart glasses leveraging AI to translate visual scenes into spoken descriptions, enhancing the daily lives of visually impaired individuals.

Beyond their visits to Samsung’s innovation hubs, the students explored Seoul’s iconic landmarks, gaining a deeper understanding of Korean culture, cuisine, design, and technology.

Solve for Tomorrow is Samsung’s global problem-solving platform that supports young people in developing innovative STEM-based solutions to address local and global challenges.

“Samsung Solve for Tomorrow is more than a competition; it’s a platform to inspire young minds to tackle real-world challenges with creativity and innovation,” said Jihyun Yoon, Global CSR Part Leader, Samsung Electronics.

“We are thrilled to have hosted these exceptional students in Korea, where they experienced first-hand the spirit of innovation that drives Samsung’s mission.”

Raye Ryong Woon and Sarah Xie from UK’s Team CuraStep said of the experience: “This has truly been an once-in-a-lifetime opportunity! We feel so privileged to come to Korea and Samsung Digital City to witness how innovation is turned into products, and how as part of it, students like us, are encouraged to also use technology to solve real world problems. Our favourite part of the trip has to be the opportunity to learn from Samsung mentors, listen to inspiring stories and the delicious Korean food!”

Annalyz Fraser, Senior CSR & Sustainability Manager Europe Office, also commented on the trip: “At Samsung, we are committed to fostering global innovation and inspiring the next generation of leaders. We are thrilled to host for the first time ever, students and managers from Europe, who have demonstrated exceptional dedication to tech-for-good initiatives. This visit is an opportunity to showcase our cutting-edge technology, share insights into our corporate culture, and highlight the importance of innovation in driving positive societal change. We hope this experience will not only inspire them but also strengthen the global collaboration in creating a better future for all.”

For more information on Solve for Tomorrow, visit: https://csr.samsung.com/en/program/samsung-solve-for-tomorrow.

AI will be no different.

Where AI Meets People

AI is getting smarter faster, and this will continue. But to change how people live, it must answer: where, how and into whose hands does this intelligence reach? This will define AI’s next chapter.

AI no longer merely answers. It is entering an agentic age, taking action on our behalf while the person carries the final decision. But to act for someone, it must first know them.

That is why it matters where AI meets people. The entry points are where AI understands a person and builds trust. The best AI experiences will come from the devices that know the user best.

This is what Samsung has spent years building. The phone is closest to us, with us daily. The tablet is where we create and learn. The watch reads signals like sleep and heart rate. The TV and connected home appliances add context from where we live. And new form factors, from foldables to intelligent eyewear, expand where AI meets us. Together, a fuller picture of a person’s needs forms.

These entry points are powerful together. Signals from across devices become timely assistance: sleep tracked by your watch shapes tomorrow’s schedule, with information always available. AI at its best works quietly in the background, bringing these moments into a cohesive experience. That is why we have spent years building an ecosystem not just to reach, but to connect more moments.

Built on Openness and Trust

Samsung does not do this alone. The platforms that changed the world were the most open. The web was. So were mobile operating systems. With SmartThings, we brought devices, services and partners into one connected experience, shaping industry open standards. Openness lets the best ideas reach people faster. And we don’t simply layer intelligence on top, but design how AI works at the center so it serves each person in context.

But openness alone is not the goal. The harder task is turning intelligence into something personal and trustworthy. The best intelligence in the world should reach people through their everyday devices. But what makes it personal is understanding the user and keeping that understanding safe. That is our responsibility.

As AI becomes more personal and agentic, trust becomes the foundation. People need to know what AI is doing for them and remain in control.

This is why trust isn’t added at the end. Samsung Knox protects each Galaxy device and now the connections between them. As intelligence moves across devices, protecting what flows between them is crucial. The most personal data stays on the device so people can understand how AI is working and remain in control.

The Next Chapter of Galaxy

That same understanding shapes the devices we build. The more personal and capable AI becomes, the more form matters. As AI helps us with more at once, a screen that flexes and folds expands what is possible. This is what makes foldables special: they fold into your hand or open a larger stage. On this journey, Samsung has continued to make foldables thinner, lighter, stronger and more immersive.

AI is also essential in health. How we sleep, recover and look after ourselves—daily choices add up. A device close to us, like a watch, tracks these signals ensuring a better day.

The upcoming Galaxy Unpacked is where we will show what’s next in bringing all this together: more personal, natural AI experiences on a foundation more partners can build on. The question that opens the next era is not who has the smartest AI, but who understands people best, and turns that understanding into experiences they can trust.

We intend to take this path with openness and responsibility, beginning with the device already in your hand. We open this next chapter together at Galaxy Unpacked.

Join us as we unveil the newest additions to the Galaxy portfolio, which has defined the foldable category. Combining intelligent capabilities with innovative form factors, the next generation of Galaxy devices are set to deliver more personal and adaptive experiences and set a new standard for the AI era.

The event will be streamed live on Samsung.com, Samsung Newsroom and Samsung’s YouTube channel beginning at 2 p.m. BST, 9 a.m. EDT and 3 p.m. CEST.

Stay tuned and make sure to register at samsung.com/unpacked for exclusive benefits, upcoming teasers, trailers, and updates ahead of Galaxy Unpacked July 2026.

Today, that pioneering spirit has matured into a rich heritage of category-defining technology, and has redefined how millions of people connect, work, and express themselves around the globe.

A Tradition of Year on Year Breakthroughs

The journey from a ground-breaking concept to a mainstream staple required relentless, year-on-year innovation. Following the initial debut, we quickly expanded the foldable vision by introducing the Galaxy Z Flip series, bringing a nostalgic, pocketable clamshell form factor into the modern era. Each subsequent generation pushed the boundaries of engineering further:

• Pioneering Durability: Engineering milestones like Ultra Thin Glass (UTG) replaced initial polymer screens, offering a premium, tactile feel while drastically increasing lifespan
• Resilience in Everyday Life: Introduced IPX8 water resistance to foldables, proving that flexible mechanics didn’t mean compromising on daily durability
• Form Meets Function: Refinements culminated in the zero-gap Flex Hinge, a mechanical masterpiece that made the devices slimmer, more elegant, and more ergonomic than ever before

A New Chapter of Foldable Innovation Is Coming 

What began as a bold experiment in 2019 has spawned a whole new sector of foldable devices.

Yet, the evolution is far from complete. Guided by a deep-rooted commitment to democratisation and pioneering design, our teams continue to look toward the horizon.

As summer 2026 approaches, anticipation is building for the next generation of Galaxy innovations. Staying true to form, we will continue to deliver next level innovation in foldable technology and form factor – as we have done consistently for the last seven years.

Stay tuned to the Samsung Newsroom for the upcoming announcements.

As Brits say the boundaries between work and personal life continue to blur thanks to hybrid working (27%), new research suggests work laptops are increasingly being used for far more than just work, creating new security challenges for large enterprises and SMEs as sensitive business information and personal data increasingly coexist on the same device.

Almost a fifth say they need to access both work and personal information in one place. Over time, this means work laptops are quietly becoming repositories of employees’ entire digital lives.

Research to support the launch of the Galaxy Book 6 Enterprise Edition reveals work laptops now store everything from confidential company documents (63%) to social media accounts (18%) and personal photos (18%), all on a single device.

Despite 84% saying they are aware of the potential risks of using a work laptop for personal activities, 70% admit they do regularly do so outside of working hours for online shopping (37%), holiday planning (24%) and online banking (25%).

In fact, 35% say they use their laptop for non-work activities at least once a week, despite 26% having concerns their boss might find out.

Research also found that 62% use their work laptop to access sensitive client information, meaning a single device often acts as the gateway to valuable business data. Meanwhile, 69% say losing their laptop would be more disruptive than losing their work phone.

Despite this, nearly a third say they save personal emails on their work laptop, while a quarter use autofill for personal accounts. Meanwhile, 71% admit they don’t know whether their work laptop is encrypted.

These habits are creating growing security challenges for employers and employees alike. More than one in five (21%) have shared their work laptop with another member of their household, even though 14% admit they don’t know exactly what personal information is stored on their work laptop.

Samsung Galaxy Book6 Enterprise Edition offers the most comprehensive security offering on a Galaxy Book to date. Featuring Samsung Knox security, a dedicated Secured Embedded Processor (SecEP), optional Intel vPro technology and biometric authentication through Windows Hello and fingerprint recognition, it helps businesses protect sensitive information stored across devices while supporting flexible ways of working.

Annika Bizon, Mobile Experience Vice President of Product and Marketing, Samsung UK & Ireland, said: “For many people, a laptop has become the gateway to both their professional and personal lives. It provides access to company systems, sensitive documents, financial information and personal accounts, all through a single device.

“As laptops continue to play an important role in how we work and live, security has never been more important. Galaxy Book6 Enterprise Edition brings together our strongest security offering on a Galaxy Book to date, helping businesses better protect sensitive information whilst supporting flexible ways of working.”

More than a quarter of Brits admit they have personal accounts permanently logged in on their work laptop, while 54% say their employer would have little visibility over how the device is used outside working hours, highlighting the growing challenge businesses face in understanding where work use ends and personal use begins.