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Brits planning a stag weekend in a European destination such as Amsterdam may find it more cost effective than they had imagined.
It has been suggested that hoteliers on the continent are cutting room prices to compete with one another.
According to Future Inns managing director Del Brett, accommodation providers are driving down their rates to attract customers.
"Looking forward to 2010, hoteliers need to look at ways of adding value to their offerings to maintain occupancy," he said.
"Affordability and quality need to go hand in hand to attract travellers."
He warned that UK providers would have to be careful and ensure they focus on value for money to help keep their hotels full.
The comments follow the release of figures from Trivago, which showed that hotel prices in Europe have risen by five per cent in the last year.
However, some destinations are more cost-effective than others, such as Majorca, which has an average price of £77 per night for a standard double room.