New research from the Institute of Customer Service (ISC) has revealed that 85 per cent of Britons opt for a holiday in the UK out of choice, rather than necessity.

The study also found that nearly three quarters (73 per cent) said customer service levels in the UK were seen to be the same or better than experiences overseas. According to the UK Customer Satisfaction Index, the UK tourism industry has scored 81 out of 100 - third in the overall league tables for customer satisfaction.

ICS chief executive Jo Causon said: "The industry has capitalised on the trend for staycationing in the recession to showcase what it now has to offer, and shake off any lingering image of Fawlty Towers-style poor service, inedible food and shabby accommodation. "However, the London Olympics will be the largest peacetime mobilisation our country has ever faced. The British tourism industry can ill afford to rest on its laurels."