prepared to pay extra for upgrades to make their trip more comfortable, a new study claims.

Around 83% of holidaymakers would be willing to pay extra to upgrade their trip compared to 39% five years ago, according to the American Express research.

Of those willing to pay for an upgrade, 63% said they would be willing to pay up to 20% more on top of the cost of the holiday.

One in five travellers would be willing to pay more than 20% extra to upgrade their trip.

The research found that while women are more likely than men to take time to hunt down a bargain holiday (53% versus 41%) it is also women that are more likely than men to upgrade their travel experience.

Amex cards vice president Julie Hay said: “While people continue to look for holidays that offer value for money, increasingly, travellers now aspire to a more comfortable and luxurious holidaying experience.

“However, achieving this does not have to come with a hefty price tag, as there are ways to improve your holiday experience without breaking the bank, such as using a credit card that offers trave