A study by CMO Council's Geo Branding Centre and AIG Travel has revealed that more and more consumers are using technology in one way or form for holiday inspiration, booking and sharing and rating their experiences too.
It was found that 46 per cent of respondents felt online booking sites such as Expedia or Booking.com was able to do the best job in helping them plan and book their holiday whilst travel agents received 32 per cent. Sites that promise deals and to save you money received a vote of 19 per cent.
Donovan Neale-May, executive director of CMO Council's Geo Branding Centre, said: "The message from today's leisure traveller is clear: Travel brands from airlines and resorts to destination and location marketers need to be digitally empowered and data-driven in their go-to-market practices. The impact and influence of how people find, select, book, secure, share and rate their travel experiences in the connected economy has brought on record travel numbers that are not likely to slow."
Jeff Rutledge, CEO of AIG Travel, added: "As consumers take more control over their travel booking process, all members of the travel industry must step up to deliver a seamless booking experience which, for the travel insurance segment specifically, means guiding travellers to the right products and services for their particular trip."