Many travel agencies let internet users book their travelling arrangements online. The number of bookings done online is rising continuously. The British holiday planner however appears to put more faith in service and personnel: 60% of British consumers prefer personal contact when booking their holidays, be it by telephone or at a travel agency itself. Research agency The Listening Company and the London School of Economics came to these conclusions.
British consumers on holiday advise others to book by telephone (81%). 80% recommends booking through a tour operator. Booking online is recommended less often: only 77% advises fellow consumers to book online.
Although booking holidays online is often praised for its ease of use and efficiency, the reliability of personal contact is still preferred by British consumers. Face-to-face contact in particular is appreciated. One perculiar detail from the research results is that young people and men in particular are least likely to name their tour operators, travelling destinations or airline agencies.
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