British consumers love their holiday travels, and even more so when they can book one effortlessly over the Internet.
About 25.6 million UK shoppers (51 percent) aged 18 and over admit they book travel digitally. Those findings come from a recent report by eMarketer, titled “The UK Travel Industry: Consumers Turn To Digital For More Choices.” Additionally, 23.3 percent million (46 percent) of the entire UK population revealed that they do the same. As the digital world becomes more pervasive, more consumers are opting to make purchases on advanced technology. As a result, the travel industry is increasingly moving towards the online space.
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In August 2012, Euromonitor reported that about half of all UK retail travel sales were made through digital channels in 2011. The study indicated that consumers shopping on mobile technology largely drove the growth of sales.
The Association of British Travel Agents stated that 24 percent of British residents booked their holiday overseas through a mobile device, with 10 percent reporting to have done so on a tablet. The remaining 14 percent said they booked on their mobile phone.
EMarketer’s research also pointed out that more consumers are leaving reviews and recommendations about their holiday experiences on the Internet. Online travel agencies and travel accommodations operate heavily on these customer reviews, as many travelers refer to the community discussions before making a decision. The report stated that customer recommendations are valuable for businesses because they help to encourage and improve consumer confidence.
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Fifty percent of Internet users in the UK stated that they trust user comments on products, 35 percent trust recommendations from friends on Facebook, 35 percent trust Twitter friends and 21 percent trust user comments on blogs and articles online.
EMarketer estimates that UK digital travel sales will continue to increase by over one-third between 2013 and 2017. At present, the digital travel market is worth nearly £18.44 billion, and if predictions come true, the market will reach £24.68 billion by the end of 2017.
To read the full report at eMarketer click here.
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