The great Indian leader Jawaharlal Nehru once remarked, "There is no end to the adventures we can have if only we seek them with our eyes open." Within the ever-evolving travel and tourism industry, just over 1bn people are doing exactly that. But what are they looking for? The answer is inextricably linked to two things: socio-economic factors, driven by advances in technology. The challenge facing the Thomas Cook’s of this world is to identify and comprehend these phenomena. No longer is a holiday seen as our inalienable right and a necessity. Now it’s more of a treat. Twice as many of us think that way, rather than seeing holidays as a non-negotiable item in our annual budgets. And we are prepared to take fewer short breaks as well. As a result, the "staycation" is here to stay. A cheaper and more convenient UK-based holiday has never been a more alluring prospect, particularly given the summer so far. Get the full story at Marketing Magazine