The data comes as industry association ABTA holds its annual conference this week.
Specialist research company GfK Ascent-MI says that all-inclusive holidays regained their appeal in 2009 with sales up 18% for the season. They accounted for 22% of all bookings.
But the number of booked cruises dropped 9%, in line with the market, and budget holidays also lost their appeal, with 1.3 million passenger bookings lost for the under-£600 vacations sector.
Holidays sold by direct channels also lost a chunk of their value with average prices down £3.
The winter season looks set to be the hardest hit by the recession with cumulative bookings down 20% while direct bookings have fallen 25%. Bookings made through the high street are holding up in terms of average spend.
Looking to next year, GfK Ascent MI says August bookings are 15% up on the same period in 2008 and average spend is up £27 per booking.
The cruise market seems to be bouncing back, with bookings up 29% so far and eight-to-13-nights holidays increasing their appeal, accounting for 11% of bookings.
Managing director of the research company Sarah Smalley says: “The key is to recognise profitable trends early.”