Chairman Derek Moore said it was “no surprise that trust in a travel company is more vital than ever”, following the carrier’s failure, adding that he hoped the findings would “undoubtedly prove invaluable” for members to grow their businesses “in a time of increasing uncertainty”.

The figure was among a number of consumer trends revealed in the Aito Travel Insights Report 2017, presented to delegates at the association’s overseas conference in Evora, Portugal, using responses from 25,000 consumers during September and October.

The responses received in September were contrasted with those collected afterwards in October, in the wake of Monarch’s collapse, and highlighted a 30% rise in those who said travelling with a fully bonded Aito company was "one of the most important factors" when choosing which company to travel with.

The survey also found that despite the volatile economic and geopolitical climate faced by consumers, 90% of British holidaymakers are planning to “maintain or grow” their travel plans over the next three years, while 21% intend to “take even more holidays” during the same period.

Travellers aged between 55-64 were the demographic planning to travel more, the research said, with city visits ranking the most popular style of travel, followed by culture, arts and history, walking and then wildlife.

The age group considered beach breaks “less interesting”, coming eighth on this list, while cruise holidays ranked 12th place.

Aito said that the statistics were evidence that “customers aren’t deterred from holidaying” in the wake of Monarch or Brexit-driven economic pressures and the looming threat of terrorism.

On the issue of trust in holiday companies, 83% of those surveyed said they booked with operators and agents they considered “specialists” because they value the “knowledge and expertise” such companies could offer.

With service in mind, the report found eight participating Aito companies had secured a Net Promotor Score of more than 80 – with an average score of surveyed business of 64.9.

A further 47% choose a travel company based on personal service – while price was ranked fifth in terms of reasons to book with a certain company.

The study polled customers belonging to 45 travel companies - both Aito Tour Operators and Aito Agents.

Touching on holiday spend, the survey found that 29% of customers are spending between £2,000 and £4,999 per person - up 3% from last year with the most popular European hotspots named as France, Italy and Greece, while favourite long-haul trips were Australia, India and the US.

Looking ahead, the survey found that people are seeking holidays to regions including China, India, Australia, Russia and Iceland.

When it came to marketing to clients, Aito found that while 79% of survey responders said that email was “the best way to contact them”, the brochure is “far from dead” with 48% saying that a brochure was the best way to keep them updated.

However social media, Aito believes, “isn’t persuading people to pack their bags”, with only 9% considering it the best way to keep them updated.

Meanwhile, only 1.3% welcome telephone calls from holiday companies and 96% would be “satisfied” with a mix of email, direct mail and brochure.

Kate Kenward, Aito executive director, said: “This research gives us a significant insight into the current needs of the consumer, and we think it will help shape the business decisions that Aito members formulate over the next few years.

“We will continue to refine the research we undertake annually to help our members grow and thrive.”