British consumers tend to book their ‘second best’ holiday destination because they believe their dream choice is too expensive, according to a new report. The Dream Destination survey, commissioned by the Saint Lucia Tourist Board (SLTB), found that more than five million Brits (based on percentage of 2009 UK pax figures) regretted taking their second option. “Visiting an ideal destination really doesn’t have to be expensive,” explained Jean-Marc Flambert, director of marketing UK and Europe at SLTB. “Our research found that two thirds of Brits have been prevented from visiting their dream destination because they think they can’t afford to go but that really isn’t the case.” In addition, the survey asked British adults what they would do to secure their holiday following the VAT hike. A quarter said they would take a second job, while one in three men would quit smoking and one in 10 parents would take their children out of school.