Traveler Values and Communication Habits in a Post-App World Sponsored This content is created collaboratively with one of our sponsors.
The idea that Brits still use travel agents doesn’t hold up against the data compiled by TripAdvisor and further confirms our view that these outdated institutions will soon be nothing more than a pile of bricks.
The assumption that British travelers are still trekking up to High Street to consult with Thomas Cook and TUI for their upcoming sun-soaked vacations is as outdated as the horse and buggies that once took them there. The agencies on High Street, long heralded as the go-to spots for potential bookers, have taken a hit in recent months. Most recently, Thomas Cook announced the closure of almost 200 stores and 2,500 job cuts.
A recent study conducted on behalf of TripAdvisor by independent research firm StrategyOne found that only 7 percent of Brits visited a high street travel agent to book their latest trip. Travelers in the UK and abroad now turn to web services as their primary booking tool. Brits were most likely to book via Web-based travel agencies (27 percent) or directly on hotels’ own websites (23 percent).
The study also found the Internet to be the most useful to travelers when researching a trip. Travel review sites were regarded the most helpful with 38 percent of respondents choosing them as their top choice, but the data could be skewed given that it was administered by TripAdvisor.
For more finding from TripAdvisor’s TripBarometer report, the UK infographic and global report are embedded below: