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BizReport : Ecommerce archives : February 03, 2012

Majority of Brits will research, book holiday online

Two-thirds of people in the UK will side-step high street travel agents and instead research and book their main 2012 holiday online, according to recent research by TravelSupermarket.

by Helen Leggatt

travelsupermarket logo.jpgSixty-six percent of Brits will go online to book their main holiday this year, according to online travel agency TravelSupermarket. Thirty-one percent will use an online travel agent, 20% will use an online tour operator and 15% will turn to online price comparison websites.

Gone are the days of sitting across the desk from a travel agent having plucked a pile of glossy brochures from their shelves. Just 11% plan to visit a high street travel agent in person.

Not many plan to visit travel agents to research a trip - just 12% according to TravelSupermarket's report. Over half (52%) will research using search engines, 40% will use review sites such as TripAdvisor and 37% will seek out and use travel agents' websites.

"The switch to online for our holiday planning - whether to research or book - has been one of the most noticeable changes in travel over the last few years and appears to be continuing," said Bob Atkinson, travel expert from TravelSupermarket.

"The Internet makes researching our holiday so much easier. Review sites are growing in popularity as holidaymakers trust the opinion of their peers, plus as Brits get savvier about finding the best price on their holidays they are using the Internet to compare prices to get the best deal."

Tags: consumer research, holiday planning, online travel, price comparison, travel agency, travel industry, UK

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