Imaginative travellers see taking a family adventure holiday as one way of being able to spend quality time with loved ones.
This is according to Kate Kenward, executive director at the Association of Independent Tour Operators, who said: "Despite the recession families are still looking forward to and booking their holidays as they realise it's impossible to put a price on the value of a relaxing break."
She added that travel was also seen as an important means of spending time together as a family away from the pressures and distractions of life at home.
Ms Kenward suggested imaginative explorers consider what each member of the family would appreciate on a holiday tour when planning a getaway together.
Research carried out by HolidayExtras revealed that being with family is the best part of a holiday for 42 per cent of British travellers, closely followed by exploring a new resort, which gained 35 per cent of the vote.
