Online, mobile and brand reputation is increasingly important for UK travellers

Thursday 9, February 2012


Online, mobile and brand reputation is increasingly important for UK travellers


Online, mobile and brand reputation is increasingly important for UK travellers, according to the latest eCustomerServiceIndex results from eDigitalResearch and IMRG.


  • 72% of consumers prefer to research holidays online
  • 30% of smartphone owners have used their device to browse for holidays and tickets
  • 72% of the 2,000 consumers surveyed said that brand reputation was important to them
  • 53% of consumers avoid in-store travel agents altogether during booking process


The research shows that around three quarters of consumers (72%) prefer to research for holidays online, whilst a staggering 53% of consumers said that they avoided in-store travel agents altogether when researching and booking their holidays.

The results also show that brands need to be doing all they can to reassure customers as a number of travelbrands have faced high profile industrial action and financial issues in recent years. 72% of the 2,000 surveyed said that brand reputation was either ‘very important’ or ‘quite important’ when considering their next holiday.


Mobiles are also playing a bigger role for holidaymakers. 68% of smartphone owners already use their device when travelling or planning to travel. Almost 1 in 3 (30%) of mobile owners have used their smartphone to browse for holidays or travel tickets, whilst another 11% of smartphone owners have completed a travel purchase from their device.

Derek Eccleston, Head of Research at eDigitalResearch, explains, “The travel industry has faced some turbulent times in recent years. A good multichannel strategy will be key for companies looking to grow in 2012, especially as our survey showed that 34% of consumers will use the internet more when booking and browsing for their next holiday, whilst 10% of mobile users said that they would use their smartphone more to do the same. Our research has consistently shown that consumers expect a seamless experience no matter how they shop and browse, and therefore travel brands need to make sure that they offer the same features and functionality across all their booking channels”.

The survey also found that, when browsing for hotels, travel tickets, or holidays, 70% of smartphone owners prefer to use a mobile optimised site rather than a mobile app. Yet, when searching for information, such as maps, timetables and weather forecasts, 70% prefer to use a mobile app, demonstrating the importance of developing a mobile solution to suit all consumers.

Andrew McClelland, Chief Operations & Policy Officer at IMRG, commented, “Online travel had a tough 2011, recording just 7% growth which is way below the average, but this is likely to be a result of the continuing economic downturn. These figures show that consumers want to use the online resources at their disposal in their own time and on their own terms, with 53% saying that they actually avoid in-store travel agencies altogether. With confidence in researching and purchasing travel through the mobile channel also growing, it seems clear that travel agencies’ physical stores need to look at innovative methods for bringing online technology in-store in order to increase footfall, ensuring that consumers feel they have options available to them and an increased sense of control over the process”.



Bookmark and Share


^ back to top


Find the best deals available today

The grey menu on the right is your best friend. Always check before you travel.

Plan your trips with the help of great resources

More and more travellers think that researching and planning a European city break is half the fun and they're not interested in pre-arranged trips or escorted tours. Self-guided tours offer a lot of advantages but require some guidance and good resources.


Clean, green and very pristine

Top 10 most environmentally pure countries

With the recent wild fires, disrupting flights and increasing air pollution, environmental quality is a growing factor in attracting tourists.



Top 15 most spectacular hotel rooftop views

The hotel price comparison site has put together a list of the fifteen most spectacular hotel rooftop terraces in the world.

Latest offers, discounts and more...

Accor “3=2 offer”
Why not extend your stay? 3 nights for the price of 2.
Columbus Direct travel insurance
Quality cover at low prices to customers all around the world.
Priority pass
Access VIP lounges no matter where which airline and class you fly.
European City Cards
See more and pay less! Get your "passport" to European cities.
Rail Europe
Comfortable and affordable on European trains.
Lonely Planet Magazine
Packed with insider knowledge, hints and tips.
Sandemans New Europe City Tours
Free walking tours in 13 cities within 9 countries.
Sol Melia Wednesdays
Search your exclusive special offers now for the coming weekend!
Low-cost shuttle and private transfers in over 70 countries.
IMEX Frankfurt 25-27 May
The essential worldwide exhibition for incentive travel, meetings and events.
Subscribe to Travelio News Summary via RSS Follow our news titles on Twitter Become a fan of on Facebook Bookmark and Share