Brits turn to Internet for holiday bargains

One in four people are looking to spend less on their holidays by as much as 50% this year, with more Brits flocking online to get the best deals, according to new research.

by Helen Leggatt

The latest e-Customer Service Index (eCSI) survey conducted by IMRG and eDigitalResearch also reveals that 48% of Brits are more likely to shop online so they can pick up an online bargain.

Traditionally, the Christmas period has been a busy time for holiday bookings with travel companies advertising early bird discount offers.

However, 87% of those surveyed didn't book holidays during the 2009 festive season, testament to changing public attitudes.

"This marks a shift in consumer purchasing behavior as more people are swayed by better holiday deals online and are less likely to plan so far in advance," David Smith, Director of Operations at IMRG.

"With retailers announcing bumper sales figures over the festive season, it is clear that people preferred to spend their money on instant gratification, as opposed to planning their sunny getaways."

With more people moving online, customer expectations are growing as a result of the increased convenience and control that the online space affords them.

"With more people hunting for better deals online with less disposable income, companies need to concentrate on ensuring that the customer journey is seamless from the homepage to the purchase and delivery," said Chris Russell, co-founder and director at eDigitalResearch. "While they may be investing more of their marketing budgets online, it is important to look beyond the wow factor and balance clear engaging content with good customer service support."