Results revealed that package Turkey holiday bookings have risen from 10 per cent to 48 per cent this year alone.

“DIY bookings”, where people book flight and accommodation separately have dropped slightly by 4 per cent in recent months.

Whilst other new patterns show people booking earlier for a good price rather than hanging on for late deals that are booked closer to the chosen departure date.

“Lowest prices” have become a bigger driver of bookings for holidaymakers, up 6 per cent to 59 per cent of customers shop around both online and offline and use price comparison sites to get the lowest priced holidays.

Many customers also challenge travel agents and ask them to price match in a bid to get slash priced holidays to Turkey.

Customers are also willing to book with slightly less well known brands if they can compete on price too.

However customers always want to know that financial protection is in place.

A Holiday Mate spokesperson said:

“These changes reflect anxiety over job security; although people still want to enjoy a break in the sun.

“They want to know that they are guaranteed to get the best prices too.”

Overall, the actual number of holidays taken is rising, driven by the under-34-year-old segment taking shorter trips than a single long break.

Shop online for cheap holidays to Turkey at www.holidaymate.com or phone 0800 031 9900.

Holiday Mate has over 12 years experience of booking holidays, flights and transfers for holidaymakers jetting out to the sun. And they guarantee never to beaten on price or value.

That is an offer that surely, no one can refuse.

Holiday Mate - never beaten on price or value!