travelmatch.co.uk based these conclusions on feedback from their customers as many had gotten in contact expressly to find the best deals. Sales figures also reflect this trend as people are increasingly opting to book value options through the company's travel discovery engine.

Information from other sources in the travel world paint a similar picture – most notably a report from Euromonitor International shows that destinations like Turkey will continue to be a significant draw, largely thanks to value deals.

Alex Francis of Travelmatch comments: "The recent economic downturn has affected us all, and it's quite clear that people are willing to plan their trips on tight budgets – most Brits simply don't have the funds to splash out on big flashy holidays. Thankfully, there are so many excellent packages available that it is still possible to have a great time without overspending."

Francis continues: "We expect British travellers to remain focused on budget holidays even as the recession fades. Indeed, people have discovered that it is possible to go to five star places like the Royal Holiday Palace in Lara Beach on bargain packages, and they won't want to return to more expensive options. Beyond that, British people love to travel extensively and many of our customers try to stretch their holiday budgets as far as possible so they can go on more than one trip a year. Value packages have truly changed the way people look at travel."