Thursday, 9th February 2012, 12:07:39
The majority of Britons would rather research their holiday using a website than by visiting an in-store travel agent, research has found.
EDigitalResearch and IMRG discovered that around three-quarters of consumers (72 per cent) prefer to plan their travels online and more than half (53 per cent) avoid in-store travel agents altogether.
As e-commerce becomes increasingly popular, customers are more and more focused on online, mobile and brand reputations.
Therefore, it is crucial for companies to make sure that they have a strong and reputable online presence.
EDigitalResearch head of research Derek Ecclestone said: "A good multichannel strategy will be key for companies looking to grow in 2012, especially as our survey showed that 34 per cent of consumers will use the internet more when booking and browsing for their next holiday.
"Consumers expect a seamless experience no matter how they shop and browse, and therefore travel brands need to make sure that they offer the same features and functionality across all their booking channels."
IMRG chief operations and policy officer Andrew McClelland suggests that travel companies look at bringing online technology in-store in order to increase footfall.
For example, some large shops in airports have introduced touch-screen technology to create an online shopping experience within the store
Posted by Phil Williams
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