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Many British travellers are put off holiday destinations by the idea that they will encounter lots of other tourists from the UK there, according to research.

A survey by private bank Cater Allen found that 57% of Brits shun mainstream holiday hotspots because they will be full of tourists.

More than half of these people said the bad behaviour of other Britons on holiday is the main thing that puts them off travelling to popular destinations.

When it comes to accommodation, a luxury villa on the beach was the most desirable option for 36% of discerning travellers, followed by a deluxe hotel complex (14%) and a five-star city hotel (12%).

Cater Allen's director of marketing, Sally Watts, said: 'Britons are becoming more discerning about where they holiday and are keen to avoid stereotypes of British unruliness abroad.

'Indeed, today's international Britons are far removed from this image, preferring luxury lodges and holidays that reflect their ambitions.'

A third of the respondents to the Cater Allen survey said they considered taking a good holiday one of the three most important things in their life.

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