Travellers researching online say they want more price transparency and personalised offers – two things travel agents offer in spades.
The study conducted by Amadeus in North America and online company, Tnooz revealed that when it comes to online travel a third agreed that companies are on the right track when it comes to basic search and shopping, but 53 percent said there will still room for improvement.
More than half of respondents wished companies would make prices clearer. 37 percent said they wanted to search using more personalised options and five percent wanted to incorporate more social media into the process.
Speaking of social media it isn’t a favourite when it comes to researching holidays, with 50 percent saying they prefer not to use site like Facebook and Twitter to search for travel.
However, review sites still have considerable influence on travellers, with 51 percent saying they reference sites like TripAdvisor before booking.
Other means of gathering information included asking friends and family for recommendations.
Interestingly, the study also revealed videos are a big influence over travellers. Some 51 percent said they use travel videos for holiday inspiration.
Where do you go for online travel research?
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