Almost half (45%) of pet owners in the West Midlands say they feel guilty for leaving their pets to go on holiday, according to a new study released by Co-op Insurance.

The research reveals that a third (34%) of pet owners spend their travels thinking about their pets whilst almost a fifth (18%) refuse to go on holiday without them.

Highlighting that the guilt sets in before pet owners even set off for their breaks, a third (32%) of pet owners say they treat their pets to make up for what’s about to happen.

Furthermore, the study reveals that pet owners living in the region are dependent on technology for keeping track of their pets whilst on holiday, with two fifths (45%) saying that this is the case.

In terms of the most common forms of technology used to keep in touch with their companions, one in ten (11%) and received text messages.

Video Footage, Skype and Instagram are also seen as popular choices for pet owners.

For a third (35%) of pet owners, returning from their holiday with a souvenir for their pet is a must. Three quarters (76%) opt for edible treats, two thirds (67%) purchase toys and one of six (17%) spoil their pets with new bedding.

Once back to normality, pet owners say that out of guilt for leaving their pets they continue to spoil them, over a quarter (27%) provide extra treats, one in four (26%) say they are even more affectionate, and one in seven (16%) buy their pets new toys.