Travellers are becoming increasingly discerning in terms of spending money on their holiday, it has been suggested.
The Chartered Institute of Marketing (CIM) has suggested that airlines need to be aware of the fact that holidaymakers are increasingly looking for value-for-money deals.
CIM head of communication Ray Jones said that people are reluctant to accept the prices quoted in travel brochures and are instead turning to online deals to book flights and accommodation.
"Holidaymakers are looking for value for money and using the internet to look for the best deals [to] check on [the] quality of the holiday and the hotel," he commented.
Travel and marketing agency BLM Horizon recently said that holiday companies would have to alter their marketing strategies to reflect holidaymakers’ changing needs.
The company also said that one-third of consumers had reduced their spending on holidays abroad during the past three months.
However, it was also revealed that a strong desire still exists to book an overseas trip at some point this year.