A quarter of “Middle Britons” plan to take packed lunches rather than eat out while on trips this year, the poll by information services company Experian found.
More than two in five intend to take fewer excursions, 29 per cent will not be buying souvenirs for friends or family and 12 per cent will camp rather than stay in a hotel.
The survey was based on responses from 2,000 people in a category described by Experian as Middle Britain.
This group is made up of three types – those with “suburban mindsets”, career people with children and new homemakers.
Experian said there would be “Tupperware tourists, memento misers and tented travellers” this year.
Its poll found 28 per cent of Middle Britain intended to forego a holiday this year because of financial pressures, with 38 per cent of those in south-east England not planning a summer break.
Of those nationwide intending to have a holiday, 28 per cent are planning a UK trip.
Those going abroad plan to spend just under £1,250 on average on flights and accommodation, almost £900 less than last year.
Spain and France are the top two overseas destinations this year for Middle Britons, but as many as 45 per cent are planning a British beach break, with Devon, Brighton and Blackpool being the top spots.
Two in three of those polled said they would be demanding better customer service and better value for money this year, with 82 per cent reckoning value for money was the most important consideration when making holiday decisions.
Experian’s UK and Ireland marketing information services managing director Nigel Wilson said: “Our latest analysis sends a clear message to the travel industry, and brands as a whole, that Middle Britain’s modern consumers will be more demanding than ever before and want more for their hard-earned cash.”