‘Positive levels’ of holiday bookings are being reported for January with Egypt, Turkey, Orlando, other long haul destinations and cruises selling well. The uptake for summer getaways comes after a surge of early deals by travel companies. Despite the economic gloom, 68% of people are prepared to up their budget or spend the same as last year to ensure they have something to look forward to, according to a study by ABTA. Only nine per cent plan to leave their bookings to the last minute.

The average spend in 2009 will be £632.04, making an outlay above £2,500 for a family of four with 68% anticipating spending the same or more than they did in 2008. Bargain-hunting holidaymakers are still looking for the best deals. But more than half are happy to spend up to £500 on flights and accommodation, while eight per cent are prepared to pay above £1,200, the researched showed.

The ABTA Holiday Value Report found that with 66% of the population claim a “huge emotional high” from a summer holiday. Almost half believe the break from routine is a vital escape valve to  credit crunch pressures. Those asked also rate the value of summer holidays three times higher than pay rises, according to the study. The summer holiday is the most prized annual purchase with 37%, above its nearest contender of a new car at 15%. Only four per cent went for cosmetic surgery or beauty treatments.

“Holidays are important to people in different ways but the research is clear that holidays are a vital part of people's year and still will be this year despite the economic downturn,” said an ABTA spokeswoman. “Planning and anticipating a holiday can sustain people through the winter months and the bleak financial times that are upon us.”