Only 22% trust advice from travel companies – poll

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.

Matthew Tod, CEO of Logan Tod & Co, said: “Our research found people are using the internet when booking holidays because it is easier and quicker (84%); the ability to find better prices online (82%); and the fact an online travel agent is open at all hours (76%).

“But with so many people already using the internet when planning their holidays, online travel companies can no longer depend upon migration from the high street to fuel sales. The market is about to become far more competitive.”

More than three quarters of those planning holidays use the internet to research their destinations, but only 66% will use it to book flights and accommodation.

These sales rates could be improved if websites enhance their design and navigation to become more user-friendly, the company claims.

The study also showed that online holidaying Brits place far greater trust in friends, family (70%) and fellow travellers through online reviews (47%) than they do in travel agents (22%) or newspapers (25%) when seeking travel advice.

But the need for travel agents should not be underestimated as 46% of online holidaying respondents still visit agencies to collect destination brochures which will impact on online travel decisions.

Tod said: “By placing greater trust in friends, family and online reviews from fellow travellers, people are removing control from travel operators when obtaining advice.

“Travel agents and operators need to invest in websites that make the planning and booking process as quick and simple as possible and use customer generated content to build trust.”

The YouGov poll of 2,010 adults found:

*Only 22% trust advice from travel agents or holiday companies

*66% use the internet to book flight and/or accommodation

*Top reasons for booking online are: easier and quicker process (84%); better prices (82%);and 24 hour availability (76%)

*70% trust advice from friends and family when booking online;

*47% trust online reviews from travellers;

*56% of respondents cite the internet as their favourite method of booking holidays, while 8% prefer using the telephone.

by Phil Davies