Speaking at Abta in Costa Navarino, Greece, Nick Longman said Thomson and First Choice had seen a 350% increase in long-haul customers over the last 10 years.

In the same time frame, the company has also noted an 800% rise in family bookings, which Longman said had resulted in the group adding Costa Rica and Thailand to its offering.

Sri Lanka will be the latest addition, and will be available on the 787 Dreamliner from London Gatwick airport.

“Long-haul is becoming more and more popular,” Longman said. “Sri Lanka is only 11.5 hours away, and we will offer two tours lasting four and seven nights.”

He also revealed that the group was considering adding other Asian destinations such as Vietnam and Cambodia, as well as Caribbean islands including Antigua, Barbados and St Lucia.

“It’s an exciting time to be in the business and to be in long-haul,” he added.

The announcement came as Tui revealed research which showed that travelling for nine hours or more is now considered par for the course among Brits, with 77% stating that this was the norm.

Of the 2,000 customers surveyed, 89% said they now travel long-haul at least once every five years, while one in five (21%) travel long haul every year on holiday.

Two-week breaks remain the most popular, although 53% admitted they would jet further afield for just 10 or 11 nights in a destination in a bid to secure better weather.