More than two-thirds (69%) of Britons are saying goodbye to the traditional two-week beach holiday as they pack their suitcases for short breaks and more unusual destinations, according to a new report out today.

Almost two-thirds (65%) of the nation’s holidaymakers now opt for at least two short breaks a year with Britons increasingly ditching traditional hot spots for lesser-known destinations.

And more than half (59%) of those questioned in Norwich Union’s 'holiday habits' study thought that the most important consideration when going on holiday was to travel to somewhere new and undiscovered, with more than a third (35%) saying they had to leave the UK to really feel as if they were "on holiday".

Dawn McMullan, travel development manager from Norwich Union Insurance, said, "Last-minute deals on flights, hotels on the internet and greater choice have heralded a new generation of jet-set travellers as it becomes increasingly affordable to visit places we haven’t been to before. So it comes as no surprise to find that Britons are opening up their imagination and changing their habits to travel more frequently and to more unusual short-break holiday destinations."

The 'holiday habits' report identified five kinds of British traveller:

• Cultural connoisseur – a third of people polled (33%) thought of themselves as 'cultural connoisseurs'. This holidaymaker wants to get away from other tourists to experience the culture of a destination but always with itinerary and guide book to hand. Typical destinations include Cairo, Florence and St Petersburg.

• Trend trekker – one-in-ten (11%) of those questioned like to holiday at the latest 'new' destination or resort before it becomes popular with the crowds. Celebrity patrons of this type include Sadie Frost and Kate Moss and typical destinations include Iceland and Croatia… for the moment.

• Traditionalist – nearly a third (31%) claimed they were 'traditionalists' who holiday somewhere they’ve been before where English is widely spoken. 'Traditionalists' book their holiday from a travel agent and brochure. Typical resorts include the Costa del Sol or the Canaries.

• Free-spirit – one-in-fifteen (7%) saw themselves as a Michael Palin or Leonardo di Caprio. The 'free-spirit' traveller prefers to explore alternative countries that are not usually considered tourist destinations - such as South America or Cambodia. Trekking and camping are the norm really to experience the lives of the locals.

• Luxury lounger – a fifth (19%) of those questioned like to be pampered in the lap of luxury at high quality and safe destinations that cater for their every whim. Celebrity 'luxury loungers' include Joan Collins, Michael Winner and the Zeta-Douglas’s and typical resorts will be found in the South of France, Dubai or Sorrento for example.

Regardless of the nation’s holiday preferences, Norwich Union’s 'holiday habits' study found that many British holidaymakers are taking unnecessary risks when it comes to protecting themselves with insurance. Overall, when it comes to short breaks almost half (47%) of the nation’s travellers never bother to take out travel insurance or don’t think it’s necessary.

Of these, more than a quarter (28%) claimed they simply forgot about getting travel insurance ahead of a short break, and a further 16% didn’t think it necessary when travelling within the EU.

It’s not simply those who travel to familiar destinations who are opting to holiday without cover as one would expect. Research shows that the gamble is being taken by every kind of holidaymaker with nearly two-thirds (61%) of 'cultural connoisseurs' and three-quarters (71%) of 'trend trekkers' travelling without insurance on occasion.

Interestingly 'free spirits' are the most insurance aware – with just under half (47%) opting to travel without insurance.

Dawn McMullan, commented: "Our breaks away are very important to us and so is getting a great holiday deal. However it’s crucial not to overlook the importance of travel insurance as without it holidaymakers are at risk of a hefty bill should any mishaps take place while on holiday."

"Our research showed that the nation’s most wanted destination for a short-break was New York where even a relatively minor injury could cost up to $5,000 for treatment."

"Annual travel insurance is ideal for those who want to take a number of breaks throughout the year. It provides value for money and convenience since you can book your holiday with the knowledge that you’ve already sorted out your insurance."