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New OSS focus on holidays

Added ( 17-07-2008 )

 

Foolproof's latest Online Shopping Survey (OSS) takes a look at how consumers use the internet to research and buy holidays and short breaks. Its key finding is that high street travel operators are under threat from online travel specialists when it comes to both researching and booking travel.

The OSS Travel report is based on all new quantitative and qualitative data, offering the most in-depth study yet of how UK consumers shop for holidays and short breaks on the web. In the report, you'll find lots of practical and actionable recommendations for your online marketing strategy and how to develop your offerings and maximize your opportunities.

Here's a taste of what we found:

The internet is the primary resource for researching and booking holidays amongst the 60% of UK adults who are online

  • 87% said that they planned to use the internet to research their next holiday or short break
  • 24% said they planned to visit a travel agent/operator on the high street to pick up brochures
  • 13% said they planned to visit a travel agent/operator on the high street to talk to adviser

High street outlets are no longer the place to book

  • Two-thirds (67%) planned to book their next holiday or short break online
  • 9% intended to do it on the phone
  • 8% intended to do it face-to-face.

But when shoppers do go online their search is more likely to be based on their specific needs

  • 48% sites that offer information on the destination
  • 48% online only travel agents (Lastminute, Expedia)
  • 42% low cost airlines
  • 40% price comparison sites
  • 39% sites that offer customer reviews (Trip Advisor)
  • 36% accommodation only sites – 30% holidays & 44% short breaks
  • 28% high street travel agents' sites – 32% holidays & 23% short breaks

If you would like to find out more about the findings of this unique insight into the travel market please contact Saul Annet on 020 7539 03840 or email him saul@foolproof.co.uk

How the article appeared in New Media Age

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