Holiday embarrassments equal destination changes

More and more people are choosing to take their holidays off the beaten track in a bid to escape the stereotype of the rowdy British traveller, it has been found.

According to private bank Cater Allen, 57 per cent of respondents to a survey said they are shunning tourist hotspots, with 52 per cent saying they are doing so to avoid their fellow countrymen.

Meanwhile, 46 per cent said they believe their choice of holiday destination reflects them personally and 33 per cent said a good holiday is on their list of most important things.

Sally Watts, director of marketing at Cater Allen, said: "Britons are becoming more discerning about where they holiday and are keen to avoid stereotypes. Today's international Britons are far removed from this image, preferring luxury lodges and holidays that reflect their ambitions."

Indeed, it was found that the most desired holiday accommodation was a luxury beach villa, while safari lodges were also voted as a popular choice.

Earlier this month, research carried out by Abbey Savings found that one in four Britons said they think a holiday is the best way to spend excess money, while 33 per cent said going on expensive holidays was one of their top three priorities.