UK holidaymakers look to the web for travel advice
LONDON - UK holidaymakers favour online travel research over travel agencies, according to new findings.
The research, carried out for digital consultants Logan Tod by YouGov, revealed that 31% of UK adults plan to conduct all of their holiday planning, including bookings, online in 2008. Only 4% questioned said they plan to avoid the internet for travel purposes in this period.
The study revealed that 40% had not visited a travel agent in the last two years.
Matthew Tod, CEO of Logan Tod, said: "Our research found people are using the internet when booking holidays because of its easier and quicker nature, the ability to find better prices online and the fact that an online travel agent is open at all hours."
However, Logan Tod did does not see its findings as an opportunity for the online travel market to rest on its laurels.
Tod said: "With so many people already using the internet when planning their holidays, online travel companies can no longer rely on market growth to fuel sales. The market is about to become far more competitive."
The study also revealed that Britons place far greater trust in friends, family and fellow travellers than travel agents, books or newspapers when seeking travel advice.
Tod argues that the study underlines the need for travel agents to invest in websites and ensure that the planning and booking process was quick and simple as possible.
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