There is no denying the fact that inclusive – or package – holiday market has stagnated and found it difficult to increase its share of what is a rapidly expanding UK outbound market.

It is widely accepted across the UK travel industry that the independent sector, fuelled by the low-cost aviation phenomenon, Internet bookings and consumer self-confidence acquired through years of travel, has virtually driven growth by itself.

Whilst the majority of traditional package operators have embraced the trend towards ‘self-packaging’, offering customers the capability to make flight, or accommodation-only bookings, in this report we are concerned with the original concept of flight and accommodation bookings.

In this age of shorter, multiple, varied holidays, is it still possible to find and define the ‘package holidaymaker’?

Traditionally these kinds of holidays are associated with sun and beach family destinations, and perhaps unfairly, budget accommodation.

Are ‘independent’ and ‘package’ holidaymakers’ really distinct tribes or are they often looking for the same qualities when selecting their trip abroad?

Does the consumer perceive the organised or independent holiday to offer the better value?

With more and more consumers confident in their own ‘expertise’ to arrange ‘low-risk’ short-haul breaks, operators have focused their efforts on long-haul, niche, activity and adventure holidays. These hold massive appeal for consumers, but crucially may prove more daunting in terms of organisation, and it is here that the industry can truly earn its money.

However, we are also living in a climate where tourist destinations are increasingly targeted by terrorists, or hit by natural disasters, and where start-up airlines teeter on the edge of collapse.

Does this present an opportunity for the package market to maximise the appeal of ATOL protection and corporate infrastructure, if and when things do go wrong?