Some 60 per cent of UK consumers have altered when they booked their summer holiday in the past 12 months in an effort to get a better deal.
Research by ABTA – The Travel Association found that people are getting savvier and are no longer sticking to the traditional high-peak months when organising trips.
Just over one-third (34 per cent) of respondents booked their break further in advance than ever before, while 26 per cent decided to wait right up until their departure date before finalising a deal.
ABTA Chief Executive Mark Tanzer said: "It appears that consumers are thinking more carefully about when they book their holidays. Many are booking earlier to take advantage of better deals and cheaper prices."
He added that while every family likes to have a holiday to look forward to, people are increasingly understanding that it is still important to get a good price.
Of those who did book early, 68 per cent said cost was the main motivation, while 38 per cent pointed to the better range of options available.