Three quarters of Brits plan to holiday in the UK this year rather than abroad – and a country cottage with a sea-view in Cornwall is the ultimate destination.
Research has revealed the allure of jetting off to Europe and beyond is not on the agenda this year for the majority of Brits - despite cheap flights and guaranteed sunshine.
See also: British holiday destinations that are better than going abroad
In fact, the majority of Brits plan to pack up the car, pile the children in the back and brave the traffic to head to the great British outdoors.
And the study found of those who have already been away this year, 72 percent have actually stayed in the UK - while just 27 percent went abroad.
The research painted an idyllic picture of the dream UK holiday – with 21 percent of those surveyed claiming a "Cornish cottage" with "a sea-view" was the ideal British getaway.
See also: Quirky seaside holiday rentals in the UK
And a traditional British pub is also high on the list of "must haves" for British holidaymakers – with those polled claiming a pub within 1.42 miles was important.
Furthermore, the journey there should last no longer than 167 minutes, according to the poll – just enough time to get far enough away from home.
See also: It's official: Cornwall's beaches are the best in Britain
A spokeswoman for ATS Euromaster, which carried out the study to mark its 50th anniversary, said: ''Five decades ago, holidaying in the UK was one of life's simple pleasures - memories were made as new places were explored and families were brought together.
"There's a real feeling of nostalgia when you holiday in the UK as most of us have memories of playing eye-spy en-route, eating fish and chips on the seafront and enjoying quality time together. We think it's great that there's currently a road trip revival and want to encourage Brits to prepare their cars, jump in and enjoy a great British holiday."
The study, which was carried out among almost 2,000 adults also found that 66 percent of those who are yet to go away this year will stay in the UK.
The other third plan to fly abroad for some foreign sun.
The major selling point for the majority of those polled (59 per cent) for ditching a foreign break in favour of a 'staycation' include the fact it is usually possible to leave home and arrive at your destination within the same day, often with time to spare.
A lack of confusing currency exchanges was also hailed as a plus point for 56 per cent of those polled - as was a language barrier (49 per cent).
55 per cent claimed that "avoiding busy airports and security queues" was a major reason for staying in the UK.
However, on the flip side – 40 per cent of those polled claimed getting stuck in traffic was the worst aspect of holidaying in the UK.
Although the vast majority still claimed that despite traffic, arguments, car sickness and breaking down – the journey is always worth it.
The Perfect UK holiday (according to Brits) is...
Staying at a cottage with a sea view
A family holiday with the children
No shorter than 10 days in total
No longer than 167 minutes journey there
No more than 1.42 miles from the nearest pub
No more than 2.23 miles from the nearest shop
No more than 1.17 miles from the coast
No more than 2.5 miles from the nearest petrol station
20 Things Brits LOVE about holidaying in the UK
Fish and chips by the sea
The National Trust
Waking up early to "beat the traffic"
Stopping at The Little Chef for breakfast
Visiting Historic British landmarks
Long walks on the beach
Walking along a traditional seaside pier
The smell of the British countryside
Playing "I Spy" on car journeys
Finding the perfect camping spot
Daring to swim in the ice cold sea
Finding local farm shops
Trying local ales and ciders
Finding the perfect picnic spot
Playing cricket or rounders
Flying a kite
Donkey rides on the beach
Ice cream on the beach
British canal holidays
Staying in traditional British B&Bs
Staying in a chocolate box cottage
Cornwall is, of course, a perennial favourite. In December 2014, Cornwall was named as the UK's best holiday destination at the British Travel Awards for the sixth year running.
At the time, Malcolm Bell, head of Visit Cornwall, said: "The love for Cornwall shows no sign of abating.
"As well as boasting a very loyal and passionate visitor base, Cornwall is well-known for turning first-time visitors into lifelong fans."
According to the Plymouth Herald, The Eden Project was also a big winner, retaining its gold title in the Best UK Leisure Attraction category for the fourth year running.
The National Maritime Museum Cornwall won silver for Best UK Heritage Attraction for a second year, and Bude rounded thins off nicely for Cornwall by taking bronze for Best UK Coastal Resort.
Britain's top-rated holiday destinations 2015 (according to Tripadvisor)
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