The hard copy brochure remains a popular research tool, with 14.7 percent of UK consumers wanting to flick through pages to search for holidays, so it’s important that travel companies do not dismiss this more traditional medium. The least popular place for research is in-store; just 5.1 percent of British holidaymakers want to find a holiday at their travel agents. However, when it comes to making the final booking and payment, 15.1 percent of those surveyed choose to do so face-to-face in a retail outlet.

The report goes on to show that just under half of UK consumers booked a holiday in the last twelve months. This figure increases for the year ahead, with 50 percent of those surveyed planning trips abroad and 31 percent intending to holiday in the UK. Only 8 percent were not planning a holiday when questioned.

Chris Lovell, CEO at Golley Slater, comments: “It’s no great surprise that the majority are turning to the internet to research and book holidays. Many travel companies are adept at communicating with customers through this medium, and the sheer volume of data available means bargains can be found for the savvy consumer.”

“However, further work is needed to reassure customers that booking and paying online is a secure option. This will help boost online bookings by ensuring that those using travel websites for research will continue to the all important sale.”  

To download your free copy the research visit www.golleyslater.com/dialect.php