British holidaymakers are refusing to give up their holiday in the sun, Thomson and First Choice has said.
A spokesperson from the two holiday firms, which recently merged to form a single company, explained that customers are indicating that they "still want to go away", despite the effects of a struggling economy.
Furthermore, she said airline passengers have become more aware of the importance of flying with a "financially robust company" and booking holidays which are protected under the government-approved ATOL scheme.
This comes after the recent demises of XL and Zoom.
"Whatever people are giving up – be it moving house or a new car – they are not giving up their summer holiday abroad to the sun," the spokeswoman commented.
According to Thomson and First Choice research, 88 percent are prepared to cut back on luxuries such as eating out and home improvements in order to afford their holiday.
An additional 59 percent said that a holiday would be the last thing they were prepared to give up.
A survey from PricewaterhouseCoopers recently revealed that some Brits were being forced to forgo their annual break due to financial constraints.