The vast majority of Brits refuse to let concerns about the economy dampen their appetite for a well-deserved holiday, new research has shown.
A consumer poll by the Association of Independent Tour Operators (AITO) found that 77 per cent of people intend to travel at least as much as last year.
In a sign that the worst of the credit crunch may be over, a further 72 per cent said they expect to spend at least as much money as in 2008.
What’s more, destinations were singled out as the most important factor when booking a holiday, suggesting that consumers now feel less influenced by price-led offers.
A spokesman for AITO said: “Overall, the message is very encouraging and highlights the importance for everyone in the travel industry to ensure they continue promoting their services to consumers who are still looking to travel as much as ever in 2009.”