The United Kingdom's delayed and confusing exit from the European Union is actually making people more certain on where they want to go on vacation.
Around a third of people (33 per cent) made their purchase of their package holiday the same day but 63 per cent purchased within a month.
And audience marketing was the most effective in encouraging people to book, with more than half (60 per cent) of purchases being made after these types of adverts, research conducted by Microsoft shows.
Sarah Essa, Microsoft Advertising analytical lead for travel, said: "While it is encouraging to see evidence of decisiveness amongst British consumers when it comes to booking package holidays, the future remains unknown. It is imperative for package holiday businesses to try to shorten the decision-making process in order to sail through future uncertainties. This can be accomplished by better understanding and separating decisive purchasers from cautious ones and tapping into their respective sensitivities and preferences. Audience marketing strategies such as re-marketing and in market audiences will be essential in the future as package holiday businesses begin to recognise and reach the diverse audiences interested in package holidays."