Cost 'the top priority for holidaymakers'

Affordability will be the top priority for British holidaymakers in 2009, according to new research by American Express.

One in six (16 per cent) respondents to a survey carried out by the company said they will be looking for cheap holidays this year.

More than one in ten (13 per cent) said that the strength of the euro had put them off visiting Europe so they would be travelling to a destination outside the continent to save money.

Good weather was the most important factor for 11 per cent of holidaymakers following the freezing winter that has gripped Britain this year, while the environment was cited as a priority by only one per cent of respondents.

Chris Rolland of American Express said: "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."

Egypt, Mexico and Turkey could prove popular this year as Britons look for affordable holiday destinations outside the eurozone, according to a report by the Association of British Travel Agents and the Foreign Office.