The uneasy state of the economy leaves many holiday home owners and operators wondering what the future might bring for the tourism market.

According to recent studies, UK consumers are still willing to take at least one holiday per year despite the struggling economy, although they are likely to take less additional mini holiday breaks across the year.

Research show that there are two emerging trends as the tourism start to polarize. Fifty percent of the UK holiday makers say that they are willing to opt for lower standard accommodation or perhaps reduce the days of their holidays to spend less. Meanwhile, the remaining half say they are not willing to trade down or sacrifice quality though they will try to get additional value for their money in making their choice of hotel or holiday home.

Value for money does not necessarily mean savings. It means getting additional features or services that they think will add to their overall enjoyment of the vacation-obviously, basic cleaning and key holding services are not included. The consumers want more-and this is why holiday homes stand out from the pack.

Holiday home operators can arrange everything to make a consumer's stay pleasant, from restaurant bookings to spa bookings to travel itineraries. Holiday homes can also transform from a simple self-catering cottage to a first-rate restaurant by arranging for a chef to visit on special nights. The additional services can also include a masseuse, depending on the customer's request. Needless to say, holiday homes can offer just about any service that takes the customer's fancy.

Holiday homes that maintain this level of service will always be at the top. It will continue to evolve, serving the needs of wider geographical markets and exceeding the expectations of highly sophisticated customers.