The expiry date has passed on the traditional charter holiday for Danes, where classic Danish traditions like grilling pork on an open fire are merely transplanted into a warmer climate. According to Stig Elling, head of sales for the country's largest travel agency, Star Tours, these types of holidays do nothing for the modern consumer.
With 44 years in the travel business behind him, Elling is seen as the 'grand old man' of the holiday industry. During his career, he has experienced first hand the rise of charter tourism during the 1960s and 1970s - a wave that has now turned, as consumers begin to reject the concept of being led hand in hand by a travel guide.
He believes that today's Danes want more choice when booking their vacations. They are no longer interested in the kind of holidays planned in detail before departure, and prefer to set their own itineraries.
'I hereby declare the term 'charter travel' to be dead. We sell holiday trips, which are just as different as the people who live here in this country. The only thing each trip has in common is that people buy a package containing a minimum of a flight and accommodation,' Elling announced in a press release earlier this week.
Approximately 1.2 million Danes have purchased a 'holiday trip' so far this year.