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O2 customers holidaying in Europe can now get unlimited data roaming for £1.99 per day, with the launch of a freshly revamped Travel tariff.

The offer is open to pay-monthly O2 subscribers and will apparently liberate customers from having “to worry about costs or having to rely on access to WiFi networks” and means that they "no longer need switch off their data or leave their mobiles in their hotel room”.

O2 pay as you go customers don’t qualify for the promotion, but are being offered 50MB of data per day in the EU for the same outlay.

The carrier’s new tariff comes after a survey revealed that 14% of British holidaymakers take their handset out of their hotel rooms on day trips, laying bare just how much smartphones are now a part of the modern holiday.

However, almost two thirds of the sample admitted they switch off data for the duration of their holiday for fear of racking up unexpectedly high bills.

Earlier this month, EU regulators cut roaming costs by 50% across The Continent. The cost of a single MB of data is now pegged at a maximum of 16p per MB, down from 36p previously.

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