More than a third (40%) of holidaymakers would be prepared to forgo in-flight entertainment in favour of lower air fares.

A poll of 1,000 people by On the Beach also found that 43% would be happy not to be served complimentary food and drink during their flight if airlines dropped their prices.

Airline magazines are the least popular free item on board, with 57% saying they would be happy to see the back of the publications if it meant cheaper flights.

More than a quarter (27%) would accept seats with no recline while 5% would be happy with smaller seats if it meant cheaper flights.

However, 35% would be prepared to pay more if airline seats were made more comfortable and softer.

And 27% would pay extra for their flight if the food and drink available was of better quality than the current offering.

Wi-Fi is popular – 22% say they would pay more if it was available, while 11% would prefer the airline to offer complimentary tablet devices such as iPads, instead of on-board entertainment.

The study found that 13% would like more seat recline before spending any more on their flights.

The OTA’s chief marketing officer Alistair Daly said: “Our report suggests that cost really is king, many British travellers would happily forgo complimentary services such as on-board entertainment if it meant cheaper flight prices.

“Whilst free magazines and food and drink are not high on the priority list for Brits, our survey shows that for many people, comfort during the flight is the most important element.”