The popularity of short-break holidays to the continent means that there are new openings in the travel insurance market, says Primary Insurance.

Research by the company found that many people taking a short trip were unlikely to bother with travel cover.

Forty per cent of British travellers believed that the E111 form would cover them for injury while on the continent, and a further 28% thought that they were fully covered for medical treatment as long as they were in the European Union.

In reality, the terms of the E111 agreement are limited and cover varies from country to country.