Britons could be taking five million fewer holiday trips a year by 2015, according to a new travel trends report.

And those who do go on holiday are likely to be “pickier”, older travellers, the report by consultants Tourism Intelligence International found.

New strategies are needed to “win, woo and wow” UK travellers, many of whom have a “been there, done that” philosophy, said the report.

The findings were published during the four-day World Travel Market travel trade exhibition being.

Based on responses from UK tour operators, the report said UK travellers were looking for new and exceptional experiences. The British outbound travel market was likely to decline every year until 2015 by an average annual rate of two per cent.

Countries likely to attract an increasing number of Britons included Egypt, China, Russia and the US, with an ageing holiday population putting cultural trips ahead of sun-and-sea breaks. Also expected to remain popular were cruising, city tours, short-breaks and all-inclusive holidays.

In addition, price and value for money were the two most important factors in holiday decision-making – more important than safety, convenience, quality and standard of service.

The greatest growth in terms of traveller types is expected to come from the over-50s market.

The report said traditionally popular destinations such as the Caribbean, would need to reinvent themselves and offer fresh, new and exciting experiences to continue to attract tourists.

Tourism Intelligence International’s managing director Auliana Poon said: “It is clear that there are fundamental shifts taking place in the British travel market. It will be very different from what it used to be.

“The types of travellers, their motivations, length of stay, travel party, sources of information, booking and interests will demand new strategies and approaches to winning, wooing and wowing British travellers.”