Budget hotel chain Travelodge is calling on the tourism industry to support a new campaign aimed at attracting more UK tourists to seaside towns.
The campaign coincides with the launch of Travelodge's seaside investment programme, which includes opening 55 new hotels in coastal towns by 2015.
The new properties represent a £150m investment over the next six years, and will potentially create 1,000 jobs.
Travelodge chief executive Grant Hearn said it is now the time to "win back the Brits" that have been tempted abroad by budget airlines.
He added: "Soaring airfares, an overpowering Euro and the credit crunch is changing holiday habits this summer and maybe for good.
"If we can provide quality accommodation, low prices and fantastic attractions we can turn this opportunity into a long lasting legacy."
Travelodge, which is already in 30 coastal locations, plans to open on average one coastal hotel a month. Locations include Blackpool, Weymouth, Newquay, Bournemouth, Scarborough.
Supporting the campaign Tom Wright, chief executive of VisitBritain said Brits were too "quick to head overseas for their summer break".
He added: "Although we may not be able to guarantee the sunshine, our coastal destinations and holiday experiences are so varied that whatever the weather, there's something to enjoy beyond the seaside."
Travelodge recently announced its plans for rapid expansion internationally, with the appointment of a managing director for international development.
By Gemma Sharkey
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