Backpacker insurance customers are looking for "deeper learning opportunities" for their holidays, according to an expert.
Kate Kenward, executive director at the Association of Independent Tour Operators, said that consumers are looking for original getaways.
She explained: "People now want an extra vocational value with their time off so any sort of holiday will have to have a deeper learning opportunity for people".
Ms Kenward also said that travellers are keen to justify their holidays and are eager to get value for money from their getaway.
She went on to state that choices made by holidaymakers will differ due to factors such as lifestyles and whether the break is a gap year or a straightforward holiday.
A recent Thomas Cook and First Choice study showed that 80 per cent of Brits expect to take a holiday in 2010, with 24 per cent of respondents saying they will spend more money on a getaway next year as they have in 2009.
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