Online travel sites can no long rely on market growth to boost sales and must optimise their customer experience to secure travel bookings.
That's the view of the boss of a digital consultancy which commissioned a survey showing that 85% of people plan to research or book online in the next 12 months and 40% of respondents did not to visit a travel agent in the last two years.
The study revealed that 67% of online British holidaymakers intend to conduct most or all of their travel planning online next year, while only 4% will avoid the internet for travel purposes in the next 12 months with 11% unsure.
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