Every cloud has a silver lining and, while Britons are feeling the pinch, those travel companies selling holidays at home are laughing all the way to the bank.

The Camping and Caravanning Club, which represents 1,400 sites, and Pontin’s, which has seven holiday parks, have reported a 10 per cent rise in bookings.

Now market leader Butlins has said sales are up 15 per cent at its three resorts – they don’t call them camps any more – of Minehead, Skegness and Bognor Regis.

Holidays are no longer a luxury, they’re a necessity, we keep being told, and when times are tight, people don’t stop buying, they just trade down.

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Some have even suggested environmentally-conscious families want to avoid flying. But that’s nonsense. During an economic crisis, people are far too busy trying to pay the mortgage to save the planet.

They simply want greater value-for-money. This week I went down to Butlins at Bognor Regis to find out if you get it.

There’s no question holidaymakers receive more for their money than previously, because owner Bourne Leisure has invested over £20 million on the sites in recent years.

The management are fond of telling you that there are close to 100 free activities, which isn’t actually true because you’ve already paid for them in the price of the holiday. But it’s certainly true that there is plenty, from fun fair rides to crazy golf, and shows for kids and adults, that's included in the price.

And the accommodation, especially the Shoreline Hotel, is a world away from the hi-de-hi chalets of years gone by.

It’s not that the clientele have changed – they are all still working class families – but rather that they have become more demanding. If they have flat screen TVs and mod cons at home, they won’t put up with any less on holiday.

Speak to holidaymakers at Butlins and they’ll all tell you that the most important thing for them is that their kids are safe and happy, which makes them happy.

If you’re a couple or you’ve got a few quid in your pocket, it’s probably not your cup of tea.

But there are worse places for a cash-strapped family trying to make ends meet and keep the kids entertained.

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