Holidaymakers are willing to forfeit a spot of winter sun in order to make sure that they can afford a summer break to popular destinations such as Lanzarote, recent research has revealed.
A poll by PriceWaterhouseCoopers showed that some 20 per cent of British consumers will forego a winter holiday in order to preserve the traditional summer trip in times of economic crisis.
Furthermore, 16 per cent of those surveyed admitted that saving for an annual holiday was their second most important spending priority for 2010.
Only paying off loans, credit cards and overdrafts pipped the popular trip abroad to the post.
An additional survey, recently conducted by Travelzoo, revealed that UK holidaymakers were optimistic about their travel plans for the coming year, with more than half saying that they plan to travel more in 2010 than 2009.
Those questioned said that they would give up dining out, home improvements and luxury goods to be able to afford a holiday in a location such as Lanzarote.
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Written by Joseph Hutton 
