Traditional beach holidays are under stiff competition from tailormade holidays according to Hayes & Jarvis.
The operator reports a sharp rise in multi-centre holidays with the biggest growth in emerging destinations like Latin America.
The USA remains top choice for British tourists, while San Francisco and Dubai are popular for a one or two-night en route stopover.
It believes interest in Mexico will increase with clients booking twin centres with Las Vegas, New York or Florida and a beach stay in Cancun or on Mexico's Riviera Maya.
Malaysia is also popular with holidaymakers enjoying multi-centre trips to Kuala Lumpur, Langkawi, Penang and Borneo.
Niel Alobaidi, H&J commercial director said: "Off-the-peg packages are still very popular to beach resorts in places like Mauritius, the Maldives and Thailand but growing numbers of Britons travelling to long-haul destinations are now demanding more varied experiences in return for parting with their holiday pounds.
He added: "Demand for Argentina has mushroomed by 150% as holidaymakers make Buenos Aires the stepping off point for South American tours.
"China bookings are up 68% year-on-year while Costa Rica beach and nature tour business has exploded with growth of over 2,000%."
By Diane Evans
