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Beach-based package holidays remain as popular as ever with younger British holidaymakers, according to the results of a new poll.
More than half (60%) of holidaymakers aged 21-35 said they would consider booking a beach package, while 14% were unsure of such an option. A quarter said that they would not consider this type of holiday at all.
However, millennials have different expectations to previous generations, according to the study of 2,000 consumers, conducted by Neilson.
A beach location is ranked as the most important feature with almost three quarters of those asked.
But traditional package holiday elements such as being ‘organised’ by holiday reps and the self-contained resort complex were less appealing, with a noticeable shift towards both more active and cultural pursuits.
Nearly 40% said local excursions were an important factor in beach package holidays and 27% said that daily activities, such as watersports, cycling and tennis being provided was appealing when deciding who to book with.
Holiday bugbears highlighted in the research included poor quality daily buffets, the excesses of other holidaymakers, being bored and enforced fun.
Neilson sales and marketing director, Andy Furlong, said: “Our survey shows that the younger generation are becoming savvier when choosing the holiday that is right for them.
“They understandably want sunshine in a great location at an affordable price, but increasingly they also want to be active, try their hand at new things and experience a different culture.
“They want package holiday providers to update their offering to reflect their lifestyles.”