Study: Few European travellers now planning and booking completely offline
Less than 10% of travellers with web access in Europe’s key markets are planning and booking travel products without using the internet at any point.
The latest study into trends in the European consumer travel marketplace indicates just 6% of French travellers and 5% of those from the UK will carry out the entire trip planning and buying process without using the internet.
Report author PhoCusWright reveals Germany, the other key market in Europe and, until recently, still moderately reluctant to collectively throw its weight behind the web, Germany, had just 9% of internet-connected travellers running their travel arrangements offline.
Elsewhere in the report, PhoCusWright claims price is not the biggest motivator behind why web users visit a travel website.
The most commonly cited reason is a positive experience on a previous occasion, say 51% of Brits, 50% of Germans and 38% of French consumers.
Perhaps most interestingly, and a slight reality check in the rush toward mobile and travel services, is news that fewer than 10% of travellers had performed a travel-related activity on their handsets in the past 12 months.
This, PhoCusWright says, is likely to change as a third of travellers have web smartphones (38% in France, 37% in Germany and 47% in the UK) and the mobile travel audience is expected to double into 2011.
About the Writer :: Kevin May
Kevin May is editor and a co-founder of Tnooz. He was previously editor of UK-based magazine Travolution for nearly four years and web editor of Media Week UK from 2003 to 2005.
He has also worked in regional newspapers (Essex Enquirer) and started his career in journalism at the Police Gazette at New Scotland Yard in London. He has a degree in criminology and a postgraduate diploma in magazine journalism.
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