The stereotypical British summer vacation of two weeks in the sun on the Costa del Sol is a thing of the past, it has been suggested, as the average holidaymaker is now looking for a more singular experience.
Research conducted by distillers Bowmore shows 77 percent of people in the UK are interested in going on a holiday which exposes them to weather conditions not normally associated with a summer break.
Examples include taking a flight to Paris in winter and visiting the Sacre Coeur when it is covered in snow; and travelling to Thailand in the rainy season to view the vineyards.
The top-ranked weather-influenced holiday, which was voted for by 48 percent of respondents, involved an autumnal walk in the Scottish Isles followed by a glass of whisky in front of a glowing log fire.
However, the Spanish Tourist Office noted that there is still significant demand for flights to the Iberian Peninsula as many Britons view the location as a "home away from home".