UK visitors to Tenerife are trading up, picking four and five star hotels instead of the usual three.
Nearly half of the British holidaymakers – 44.9% – are opting to go upmarket, reports the Tenerfie Tourism Corporation.
And more are choosing hotels over self catering or staying with friends and family.
The tourism body said the UK continues to account for 31.8% of visitors to Tenerife.
More British visitors are staying in the cities of Santa Cruz and La Laguna although the beach resorts in the south of the island continue to be the favourite destination for British holidaymakers.
Pia Louw, travel industry and promotion director at the Tenerife Tourism Corporation, said: "The UK is our most loyal market with a repeat visitor rate of 77%."
