The survey of 6,000 Brits also found that 64% of Britons are planning to enjoy an afternoon tea this summer and unlike tradition where mainly women enjoyed afternoon tea, today 51% of British men indulge in this afternoon custom too. Some 25% of male respondents reported they indulge in having afternoon tea once a week in comparison to just 4% of women taking afternoon tea once a week. Other findings include: 48% associate having afternoon tea whilst on a UK holiday or short break, 13% said that they enjoy afternoon tea whilst shopping with friends or their mum, and 10% said they celebrate a special occasion such as a birthday, anniversary, baby shower with an afternoon tea. To coincide with this research, Travelodge is launching its own 99p quality cream tea at its top holiday spots throughout the UK. The tasty treat will include an extra large scone, a pot of Cornish clotted cream, a choice of strawberry or raspberry jam and a collection of teas. Guy Parsons, Travelodge UK managing director, said: "Our budget 99p cream tea is going to be a big attraction this summer with 2009 being such a big year for the British holiday. Our seaside and tourism locations are booming and we know that these customers want to enjoy our culture's great traditions including the cream tea." Keith Newton, Afternoon Tea Connoisseur and founder of www.afternoontea.co.uk, added: "Rather than suffering a downturn during the credit crunch, we have seen a steady month on month rise in visitors and bookings, which is a testament to the fact that taking afternoon tea is an increasingly popular occasion. Britons are turning back to their traditional pastime, as it is comfort food at an affordable price. The Travelodge 99p cream tea is the best afternoon tea offer I have ever come across."