Three quarters of consumers believe that the greatest value for money – but not necessarily the lowest prices – is an essential or important booking element.


The findings by Abta come against the harsh economic backdrop as British travellers continue to seek the best value in 2011.


Non-eurozone countries Turkey and Egypt will again have a successful year in 2011 as the high standard of holidays on offer at good prices has consistently provided good value for money, according to the association’s Travel Trends 2011 report.


Next year will also see competitors such as Tunisia, Syria and Abu Dhabi gain in popularity as investment in tourist infrastructure comes to fruition.


Enthusiasm for short haul destinations in Europe is also set to be reignited, as it is likely that the pound will finally rally against the euro in 2011.


Despite cutbacks, travel is still seen by the majority in the UK as an essential, and all-inclusive holidays and cruises again being popular in 2011.  


Abta chief executive Mark Tanzer said: “While cost will be high in customers’ consciousness in 2011, so is their desire to get the best experience for their money.


“Travel companies who pride themselves on good service and provide excellent holidays will win custom.”


Foreign and Commonwealth Office spokeswoman Lynda St Cooke said: “People are clearly seeking to watch their budgets, which will lead some to stay with friends and family rather than in hotels. 


“It’s easy to assume that, if you are visiting friends or relatives, they’ll look after you so you don’t need to take any health precautions or take out travel insurance. 


“But our consular staff regularly have to help people who have run into problems because they haven’t made these basic preparations, so it’s important to remember to consult your GP’s surgery before you go, and take out travel insurance to avoid the risk of you or your family being billed for thousands of pounds. 


“There’s clearly an increase in holidays in ‘mid haul’ destinations. It’s vital to understand a bit about your destination: not knowing about local law won’t stop you being imprisoned for breaking it. It’s worth researching the laws and customs of the country you are visiting, so as not to get caught out.”