More Than 50% Now Book Online

7th October 2008

Categories: Latest Research

More Than 50% Now Book Online

A recent poll by Ipsos-Mori on behalf of ABTA reports that more than 57% of people booked their last holiday online, with only 19% using the telephone. The 25 - 44 age group are the most comfortable using the web, with a staggering 68% booking online.

Surpisingly, one revealing finding was that 16 - 24 year olds are the most likely to book using a travel agent, with half saying they would use an agent, either in person, through a website or over the phone.

Although the poll was centred around overseas holidays, the findings are still significant for domestic holidays, showing the depth of committment to the internet as a means of finding and sourcing tourism products.

Also interesting were the predominant reasons for choosing a particular holiday: 

• 72% said the most important reason was the destination or accommodation facilities
• 69% were motivated by cost
• 63% were motivated by the destination or accommodation star rating
• 63% were motivated by good ratings/feedback on travel sites
• 51% said environmentally and socially responsible resorts or accommodation were a key factor
• 40% valued a guide book recommendation

Related article:

See also: Credit crunch makes holidays 'more important than ever'

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