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Almost half of Britons (42%) believe the UK is undervalued as a holiday destination, new research by Butlin’s reveals.

More than half (60%) say their choice of holiday is based on affordability.

A further 47% look for a variety of places to eat, while 46% wants access to a beach.

More than a quarter (27%) opt for a holiday that offers family entertainment and friendly staff.

The research comes as Butlin’s prepares to celebrate 80 years of its seaside resorts later this month.

The holiday camp concept was developed by founder Billy Butlin during a wet week’s holiday in Wales.

He opened the first Butlin’s resort in Skegness on the Lincolnshire coast on April 11, 1936, offering short UK breaks unaffected by the unreliable British weather.

Butlin’s managing director, Dermot King, said: “We will continue to invest into our resorts, and like in Billy’s day, innovation will play a key part of all future developments.

“We will use our archive and examine our heritage to find the ideas and projects that ensured Butlin’s led the way, and use those to ensure we continue to do so.

“As ever we will listen to our guests, ask what they want and need, and then use that feedback to help us deliver the Butlin’s of the future fit for the modern family.”

VisitBritain/VisitEngland director, Patricia Yates, said: “Our wide variety of beaches – from stretches of golden sand and secluded shores to rugged coastlines and cliffs perfect for hiking – are particularly attractive for short breaks.

“7.7 million Brits opted for a short seaside getaway of one to three days during the first nine months of 2015, an 11% increase on the same period in 2014.”