Flight passengers are becoming more discerning when booking their holidays abroad, claims the Chartered Institute of Marketing (CIM).
According to Ray Jones, a CIM spokesperson, flight carriers and tour operators should consider offering lower fares and better deals as more travellers look for value-for-money options.
"A purchaser may or may not have those weekends away but they’ll be much more discerning and much more looking at value for money and cheap deals," he said.
Mr Jones added that more flight passengers would be looking for what they perceived as "good deals", with word-of-mouth playing an important part in publicising some of the best offers.
Recent research suggests that more tour operators appear to be advertising through the internet.
Findings from Whatsonwhen and Travolution showed that, of 90 operators surveyed, 45 said they wanted to expand their online advertising budgets.
It was revealed recently by VisitBritain that more passengers could book cheap domestic flights in the UK instead of having their traditional city break in Europe because of the effects of the economic downturn.