Travellers 'looking for more than sea and sand'

When it comes to holidays many travellers are looking for more than just sea and sand, according to the editor of Luxury Travel Magazine.

Alyson Cook said holidaymakers at the higher end of the market are shunning lazy days on the beach in favour of a more "authentic experience".

"Whether they get involved in rescuing turtles on one of the islands in Greece or whether they help build huts in Africa and India, the emphasis is very much on authentic experience at this end of the market," she explained.

Ms Cook said such holidays also provide travellers with "dinner party fodder" or anecdotes they can relate to their friends and boast about around the dinner table.

According Luxury Travel Magazine the luxury travel market is booming, with trips to countries such as India, Russia and China on the increase.

An email survey carried out by the publication in January revealed that 71.6 per cent of its readers expect spending on luxury holidays to increase slightly this year, despite rising prices and the credit crunch putting a strain on people's finances.