Cheap and cheerful holiday spirit for sun seeking Brits this year

One in six Britons (16%) say their biggest influencer for choosing a holiday this year is that it is cheap, according to the latest research on travel trends from American Express Insurance Services.

Further industry figures from ABTA reveal that Britons are unwilling to put a halt on their summer holidays this year despite the economic credit crisis, and weeks of cold temperatures along with a frozen economy have seen Britons pushed to a point where they want to escape the country and go abroad for some well deserved time out.

American Express Insurance Services asked a GB representative sample of 2,000 adults what the biggest influencer would be for choosing their main holiday this year and the findings reveal a nation adapting for cheaper holidays and venturing to unknown destinations rather than forgoing their much needed summer breaks.

Top five reasons for holidays in 2009:

Cheap and cheerful - one in six say that making sure their holiday is cheap this year is the top priority (16%).

In for a pound - with the British Pound hitting an all time low against the Euro, more than one in eight (13%) say they will choose to go away outside of Europe to get more value for money.

Feeling hot, hot, hot - the weeks of record cold temperatures have obviously chilled more that one in ten people who say that their only concession when choosing their holiday destination this year is that it is hot (11%).

Green trips - Just one per cent of Britons say that their holiday would need to be environmentally friendly this year, indicating that for many, finances are taking a higher precedent than the environment.

Chris Rolland, Head of American Express Insurance Services commented: "Clearly Britons are feeling the strain in the UK at the moment - finances are stretched, jobs are scarce and morale is low. People are understandably keen to get away on a much needed holiday.

"If you are planning on going on holiday further afield or even to your usual destination, take the time to make sure that you have the right cover to avoid costly mishaps putting added pressure on your finances. Although people are cutting down on the cost of their holidays this year, it is important that they don't make cut back on the travel insurance."

"American Express offers more than just a credit card. As an organisation we tailor insurance services to people's busy lives, putting their minds at rest that they have the correct protection in place and leaving them free to do the things that are important to them - particularly at a time when they have enough to worry about."