A good-value holiday does not necessarily mean it has to be cheap, it has been suggested.
For a number of adventure holiday enthusiasts, value is not defined in monetary terms, the Times reports.
According to the newspaper, a number of travel groups have indicated that there is a growing trend among holidaymakers to seek out more "life-enriching" experiences.
"People are looking for more value, but that doesn't necessarily mean they are cutting their travel budget," Sarah Smalley, managing director of market researcher GfK Ascent, told the publication.