Holidaymakers increasingly want to come back from overseas trips with more than just a tan, an expert has said.
Travellers' holiday preferences are changing to move away from breaks where the main aim is to get a good tan, it has been suggested.
Speaking at the World Travel Market event, Dr Auliana Poon of Tourism Intelligence International said that holidaymakers are increasingly becoming more concerned with showing off their wealth and status through their overseas purchases, TravelMole reports.
"Many of these travellers won't have been able to travel in the past ... They are now eager to see other cultures, shop in new environments and acquire the status that goes with that," she remarked.
Dr Poon said this means that sun, sea and sand are no longer the most popular requirements of a package holiday, with these three elements being replaced with shopping, sightseeing and status.
A recent World Travel Market survey indicated that older Britons are the most likely to refuse to let the recession get in the way of their travel plans.
It found that over-60s tended not to scale back their holiday ambitions due to the economic downturn, with younger consumers likely to do the opposite.
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