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Brits seek affordable luxury experiences over historically favoured destinations

Historically favoured holiday destinations, including the likes of the Algarve (-37%) and Marmaris (-35%), have slipped from favour with the British public and off this year’s hotlist, as luxury holiday destinations entered as favourites among dealchecker’s customers for the first time in 2019.

This is due to rising demand in the affordable luxury market − and operators are meeting this demand to attract discerning holidaymakers on a budget.

Rosie Panter, travel expert at dealchecker, commented: “Destinations once perceived to be reserved for the rich and famous are now more accessible than ever before; holiday providers continue to offer great deals and discounts, while holidaymakers are making savvy bookings. As the affordability of destinations such as the Maldives increases, so have our consumer search habits.”

“Further to the increased interest in the Maldives, Santorini entered the top 15 most searched holiday destinations in 2019 for the first time, overtaking Spain, Turkey and Tenerife in the rankings.

The idea that British holidaymakers do not want to scrimp on the quality of their holidays is further reinforced by ABTA’s Travel Trends Report 2019, which was released at the organisation’s annual conference, held this year in Tokyo in October.

The findings of the ABTA report identify that “despite political uncertainty, people are committed to taking holidays and the desire to get a value-for-money break is also expected to influence holiday decisions over the next 12 months.”

Destinations that also ranked favourably this year with dealchecker’s customers were Cyprus (+186%), Gran Canaria (+53%) and Cape Verde (+51%), all of which offer four- and five-star hotel experiences to travellers, and in some instances are investing in further luxury resorts and developments.


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