On The Beach has claimed it would move into the domestic tourism market if prices were lower. The travel agent’s most recent consumer survey has shown that more than 81 percent found UK hotels too expensive and 74 percent disliked the unpredictable weather. In addition, more than 70 percent of respondents think a holiday in the UK is more expensive than overseas, with attraction tickets, nights out, petrol and public transport prices also deemed too high.”Clearly there are many people who would consider a holiday in Britain but the issue of cost is a major sticking point,” said Alistair Daly, marketing director at On The Beach. “On the Beach would consider adding domestic holidays to our product range if the prices were more attractive. Unfortunately, that is not the case.” The company’s survey also revealed that 96 percent of British holidaymakers will take their summer break abroad this year. “The results in this survey should be a wake-up call to all those involved in British tourism,” added Daly. “Holidaymakers are not prepared to pay over the odds for their holiday, be that at home or abroad.” However, 35 percent of those polled said they would holiday in the UK if prices were lower.