This directly contradicts industry-boosterism from the likes of Phocuswright in U.S. that is used as a proxy by travel agent groups to place PR-driven stories about the edge agents supposedly offer confused online users. For anyone who wants to use common sense, the travails of a giant like Thomas Cook in UK would tell you otherwise.
According to new research from Mintel in UK, over half (52%) of consumers believe that holidays are better value for money when booked online and 40% enjoy being able to tailor or put together their own holiday on the internet.
Established high street travel agents (like Thomas Cook) have tried to promote their websites as they adapt to the holiday market, but the research suggests that their brands are becoming less important for customers.
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