I must say that my first preference in "normal" holidays for us (as in going as just a couple not a party), would be to go independently.
However, price is a big factor for everyone as well.
If you can find cheap flights, and the accommodation price is reasonable for a nice apartment,
that is my first choice every time, over a hotel.
Like everything else, circumstances also dictate, so this year it's a hotel for all the family with half board, so the younger members in my party,
can eat every day and not worry about blowing the food budget! (we will still pop out for a better meal quite a lot).
But next time - we will change it back to independent unless we are priced out of that option.
I would always prefer to put money directly into the village than Thomson's or Thomas Cook!!