Holidays in spring, or "Maycations", are tipped to beat the mass holiday getaway of summer this year, according to research.
Savings provider ING Direct has learnt that 13 million Brits will take holidays this spring, putting shame to the notion of the traditional British summer holiday.
A quarter of these (24 per cent) are doing so because they believe they'll get better deals in spring compared to summer - whether that be for their car hire, hotel, flights, or whatever associated travel costs there may be.
ING Direct has calculated that many families stand to save as much as £900 by travelling in the earlier stages of the year compared to the latter, reports MarketWatch.
The trend is also said to be spurred on by the arrival of the London 2012 Olympic Games; suggesting that holidaymakers most likely want to catch the event on television, or attend themselves, rather than go away.
Commenting in a Press Association report, ING Direct's chief executive officer, Richard Doe, said: "It's understandable that families are choosing not to go on holiday during the summer months when they can get away in the spring for much less and save money."
He added that cost is compounded by the fact that "one of the greatest sporting events in the world [is] taking place on our doorstep".