Abta: Travellers looking for more fulfilling breaks

Travellers are increasingly searching for long-haul breaks and adventurous holidays that give them a sense of personal fulfilment, according to Abta.

Frances Tuke, a spokeswoman for the travel industry association, said people want "authentic holiday experiences", such as picking coffee in the mountains of Costa Rica or going on a road trip in the US.

"We have become more adventurous, essentially, and we are looking for a little bit more when it comes to travel," she said.

"We want personal fulfilment, we are not just looking to flock and drop onto the beaches - we want a lot more than that."

Commenting on the demographics for long-haul holidays, Ms Tuke said that couples still dominate the market, but older travellers and families are beginning to show a stronger interest in adventurous breaks.

Gap year organisation The Leap released a study recently which suggested that Brits will continue to spend on travel this year but will demand more from their budget and look for experiences with a difference.

Posted by Andrew, 26 February 2010 15:19

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