ABTA the travel trade body identifies that a savvier breed of holidaymaker has emerged, with consumers responding to challenging market conditions by independently planning further ahead to get the holiday they want, and by managing their holiday budgets more carefully.

Digital options for direct bookings, the emergence of homeswap/letting sites and price comparison affiliates has meant that the travel industry has changed beyond recognition.

Newspapers and other traditional media are no longer a source of latest deals but offer a convenient marketplace for special offers and branding as travel remains such a considered purchase.