A diminished travel market has therefore become defined by a “fortress me” mentality. Britons have increasingly cocooned themselves at home, surrounded themselves with modern technology, enhanced their bargain hunting skills and become “loyal to themselves—not brands,” she said. Travel marketing consultant Sandra Leach says that Britons now prefer all-inclusive packages as they know what total holiday spend will be. Package holidays have risen from about 37% of the UK overseas travel market in 2010 to about 50% in 2013. Leach advised companies to target a clear section of the market, be visible to tour operators, invest in partners to create longterm operations, use more B2C marketing, and add as much value to holiday packages as possible, including WiFi and onsite tours. Get the full story at Breaking Travel News