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With the worrying uncertainty of the current economic climate and the continuous reports of rising costs for UK households the traditional two-week holiday is becoming a rarity. Yet it would be wrong to assume Britons are not taking any holidays – instead they are opting for short breaks within the UK and making the most of last minute deals.

The UK short break market has seen a steady increase of around 5-6% as people take into account the many factors that are squeezing budgets and affecting their choice of holiday destination. While general household costs continue to rise on an almost weekly basis, a host of other reasons are also putting people off the traditional two-week holiday overseas, including the strengthening Euro.

Cheap flights are also becoming a thing of the past and with the well-documented environmental impact of air travel this is also affecting people’s decision on where to holiday. Many are considering the environmental impact of their holiday choices, as global warming becomes an increasing reality.

In light of these factors, Britons are reviewing their budgets and alternative options; and the UK short break market is a tempting proposition. The trend amongst the British public has been reinforced by the Prime Minister’s choice to holiday in Southwold in Suffolk, while Tony Blair chose Padstow. Many it seems are embracing the new ‘stay-cation’ – to holiday in the UK.

More central destinations are attracting the most holidaymakers, as people are also taking into account the costs of petrol. The peak district, East Anglia and Dorset are among the most popular and potential visitors are getting a surprise when they research the accommodation and holiday options available to them.

UK operators have worked constantly to improve the quality of the UK short break experience and compete with the overseas market. As such holidaymakers are now being offered a much better range from luxury city breaks in the UK’s fantastic cities, such as Leeds and Liverpool to budget hotel choices from the many low-cost chains offering ‘no frills’ accommodation. For family short breaks holiday parks and villages are a fantastic option for an all inclusive break.

This wealth of choice has also been made more widely available through the Internet, with all ages and groups searching for and booking holidays online. There is no longer the need to book months in advance and many are taking advantage of last minute offers as people become more spontaneous about their holidays. The UK short break market is a real competitor in this arena and those who have invested in online booking facilities are reaping the benefits, filling rooms that would previously have remained empty by offering last minute deals and slashing rates.

With the rise of this phenomenon among well-known online agents, smaller hotel chains and holiday resorts are also engaged in ‘last minute’ selling. A holiday resort in Norfolk that has embraced this concept is Potters Leisure Resort, which specialises in short breaks and has the facilities available to be able to offer late deals online.

Tourism is the UK’s fifth biggest industry and with the economic downturn set to continue, Britons are still clinging onto their leisure time so the UK short break market could be set to make continued growth over the next few years.