ABTA’s Travel Trends 2011 Report says that against a harsh economic backdrop, British travellers will continue to seek value for money this year, with 74% of travellers believing that the greatest value for money – but not necessarily the lowest prices, is an essential or important booking element.

The association says that Turkey and Egypt will again experience a successful year as the high standard of holidays on offer at good prices has consistently provided good value for money.


This year will also see competitors such as Tunisia, Syria and Abu Dhabi climb the ranks of popularity, as investment in tourist infrastructure comes to fruition.

Enthusiasm for favourite short-haul destinations in Europe is also set to be reignited, as it is likely that the pound will finally rally against the euro this year.

Meanwhile, the report suggests that the cruise market is set for continued growth as it offers an all-inclusive price structure which includes accommodation, entertainment and meals. This combination together with attentive service, innovative products and attractive headline prices will see cruising grow to 1.77million UK passengers this year. Seven new ships are launching to the UK market this year further increasing UK cruise options.

Despite cutbacks, travel is still seen by the majority as an essential, and all-inclusives again will be popular this year.  

The association's chief executive, Mark Tanzer, said: “While cost will be high in customers’ consciousness this year, so is their desire to get the best experience for their money. Travel companies who pride themselves on good service and provide excellent holidays will win custom. ABTA and its members will continue to strive for high professional standards in 2011 and offer value, quality and a fantastic range of choices.”  

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