England, Scotland and Wales are key markets for European holiday resorts in countries like Spain, Greece, Cyprus and Portugal, but new figures have shown that flights are down 11 per cent this year so far and things could get worse for the travel industry if the recession bites deeper.

And with a declining market, the only way for Britain’s big travel companies to stop their own holiday sales dropping is to take a bigger share of what market their is - and Thomson Holidays have been doing just that according to leading independent travel analysts.

The three dominant companies in the British market for overseas holidays are Thomson, Thomas Cook, and Expedia, with Expedia having led the pack in recent years. But now Thomson have overtaken Expedia as Britain’s favourite travel site, and with hundreds of travel agents selling their products up and down the country they are one of the few companies who have been successful in both the traditional retail and modern technology sectors in reaching the buying public.

Playa de Muro in Majorca, one of several beautiful beaches awaiting holidaymakers this summer.

Attracting holidaymakers to Thomson Holidays internet site has been videos of destinations, allowing people who haven’t visited a place they are considering to get some idea of what to expect, and giving them the confidence to make a holidays booking. Add to that that they have been offering accommodation only - expedia’s strength - and perhaps it’s no surprise that they have become Britain’s top travel site.

Typical of the areas that Thomson cover and is popular with holidaymakers is Majorca. Usually when people think of holidays in Majorca, they think about beautiful white sand beaches, crystal blue waters and a tropical drink in one hand. While the ideal ‘perfect holiday’ is great for those who daydream about it, families with children often look for theme parks and excitement. Majorca doesn’t disappoint families with children either, and perhaps explains why Majorca is the number one holiday island for British tourists.

However, there is far more to Majorca than the sea, the sand and the sun. Atmosphere is conducive to everything else in life, surroundings, weather, healthy diet and lifestyle and especially state of mind. Tourists and home buyers alike are attracted to Mallorca’s unique subtropical climate offering peace of mind year around.

Soft breezes rolling in from the Mediterranean sea adds to the simple charms and personalities of wonderful lifestyle. Healthy diets of fresh vegetables, fruit, fishes and olive oil constitute a better quality of life. European chefs and sommeliers present culinary delights, cooking savoury meals with natural juices and fresh herbs. Discover Gothic architecture treasures, beautiful almond and olive groves, small sun bleached hilltop villages and white beaches galore. Take a stroll along the quiet city and find yourself surrounded by chic shops full of treasures. Hike along ancient mountain paths.

 Majorca has been a major summer holiday destination for several years. Many people don’t realize the magnificent deals to be taken advantage of during the winter months as well. Winter visitors can stay at the same beautiful, award winning hotels and resorts for a fraction of the price. Winter time is also the season when you can enjoy newly ripened citrus fruit from the local groves. Wintertime holiday packages can be booked for as little as 325 euros. Many people prefer the slower paced winter holidays to the hustle and bustle of the busy summer holiday season. Temperatures in the winter season range from 6 degrees Celsius (42 degrees Fahrenheit) to 19 degrees Celsius (66 degrees Fahrenheit). These mild temperatures help make Majorca the perfect wintertime destination for those who enjoy cooler temperatures and mild winter weather.

 In recent months, three hotels in Majorca have received Excellence and Leisure Nominations and Awards, further proving that Majorca is the perfect holiday destination year round. Winter holidays in Majorca are more peaceful and relaxing than their summertime counterparts and available via holiday companies like Thomson Holidays With winter temperatures often 15 degrees Celsius (nearly 60 degrees Fahrenheit), even wintertime walks on Majorca’s white sand beaches can be amazing.

The Hotel Aimia in Puerto Soller on the northwest coast of Majorca received a nomination as one of four contenders in the Most Excellent European Value for Money Award. Many of the Aimia Hotel rooms face the Puerto de Soller and offer breathtaking views of Majorca’s white sand beaches. Nearby Port De Soller is the only commercial seaport in the Serra De Tramuntana. Porto Petro Beach Resort Hotel, opened in 2005, is neatly tucked into two beautiful, sandy coves along a half mile stretch of Mediterranean coastline in Porto Petro. This 300 room waterfront resort was nominated for the Most Excellent European Value for Money Award two years ago. Travel companies across Europe will want to ensure they have a good choice of holidays in Majorca this summer.

As we approach the end of January, traditionally the month when most British people book their holidays, quite how many have done so for this year compared to last won’t be known for a while yet.

But with the economy in both the US and Europe in recession, holiday destinations are bracing themselves for a dismal summer, as many tourists decide to have a holiday in their own country - or skip holidays altogether for 2009.

Areas that traditionally see a high percentage of their visitors come from the UK could be particularly hard hit, as the British pound has sunk to a new low level against the Euro, and isn’t doing too well against the US dollar either.

Some early suggestions are that Cyprus might lose up to 20 per cent of her British tourists this year, and there are plenty of other holiday islands in Europe which will be watching Britain’s currency closely in the coming months, hoping that it will rise and holiday bookings to those areas with the Euro pick up.

But the Spanish holiday island of Majorca isn’t taking things lying down, and 2009 could see holidays in Majorca be more popular than any other area of Spain again, despite her British visitors getting far less of the local currency than on previous visits to the island.

Majorca has an astonishing hundred years and more tourism experience, and has survived in that time two world wars, the Spanish Civil War, fascist dictatorship as well as town planners to emerge as a holiday island capable of catering for both the cheap getaway to the sun, but also the luxury holidays market in villages like Deia, and has responded well to for the increasing concern from many tourists for the environment.

                                                Majorca

Part of that change for the environment has been responding to what British and German visitors want, as well as cutting down on waste. Majorca has for example opened up quite a few miles of cycle tracks, and local businesses have responded with cycle hire shops dotted around the island.

Wonderful Cap Formentor in Majorca is just one delight awaiting holidaymakers for Majorca this year.

The challenge for Majorca this year is not how best to respond to global warming, or to offset holidaymakers co2 emissions from their flights to Majorca, but simply to get the tourists to visit at all. Majorca’s position as Europe’s number one holiday destination is under threat from Turkey, and further afield Egypt will be taking holidaymakers away too - neither Turkey or Egypt use the Euro for their currency, while Majorca does. The British pound has fallen dramatically against the Euro making holidays in Majorca more expensive for British tourists, while Egypt and Turkey with their own currencies work out better value for Brits abroad.

But Majorca has seen competitors before who have taken away market share from the holidays island, only to see her popularity return. Florida for example became very much in vogue for a while, but the weather in Majorca seemed to pull tourists back after a few years.

But while the Majorca weather can be relied on, what can beat the volatility of the currency markets to attract holidaymakers for 2009? The answer it seems is the return of the package holiday. Many in the travel industry had predicted the end of package holidays - where a holiday includes flights, hotel, breakfast and an evening meal (half board) or lunch too (half board) - due to the ability to book different components of a holiday online, but for British holidaymakers booking a package holiday with companies like Thomas Cook cuts the amount of spending money they need in Majorca dramatically - and makes a holiday in Majorca for 2009 possible after all.

Playa de Muro in Majorca, one of several beautiful beaches awaiting holidaymakers this summer.