NEWS TRAVEL WEEKLY BUSINESS CONTINUED FROM THE BACK
adviser in person and 18% saying they spoke on the phone. By contrast just 4% of over-55s sought information by phone and 11% from a travel agency. Young adults, aged 16-24, were the second-most likely age group to speak to an agent, with 27% doing so in person or by phone. The preference for consulting
an adviser among younger adults may reflect a desire to talk to someone among those with children, with 18% of holidaymakers with children aged under 10 visiting a travel agent and 21% consulting an adviser by phone. However, the research also found those in the 25-34 age group least likely to book with an agent, just 10% saying they did so and 85% booking online. It may come as a surprise
to some in the sector to learn that as many as two out of five overseas holidaymakers do not research online at all when planning a trip. Two-thirds (67%) of those
travelling without children sought some information online, compared with 60% of those with children. A slightly smaller majority
(57%) among lower-income (C2DE) families sought information online compared with 69% of those in better-off (ABC1) households. When TNS asked respondents
what they used as the “main source of information” on the last holiday they booked, 57% said the internet – or fewer
than three in five. › TNS interviewed 1,302 UK adults aged 16-plus on June 9-13. Of these, 632 had taken or planned an overseas holiday this year. Another 136 who wouldn’t take a foreign holiday this year said they plan to take one in 2017. Two-thirds said they had booked or would book their holiday online.
Travel guides, magazines, newspapers
11%
Friends & family
Combination online/phone
7% 15%
Main source of information
17%
Travel agent, brochures
Online with OTA
14% 18% Online with accommodation site
Bookings: Almost two out of three use intermediary
Two-thirds of UK overseas holidaymakers booked online this year, TNS research suggests. However, only one-third did so direct with an airline or hotel, suggesting almost two-thirds booked with an intermediary.
One in five (21%) booked with
an agent or adviser: in person (9%), by phone (5%) or part by phone and part online (7%). Another 14% booked with an online agent (OTA) and 18% with an accommodation site such as
Booking.com. Just over a third (36%) said
they booked direct with a supplier – an airline or hotel. The proportion who booked online
with a tour operator is unclear, but the number must be significant because Tui has reported 57% of its UK bookings were made online direct this year. The TNS research found little
age variation in the rate of direct booking with airlines or hotels, but a sharp variation in use of accommodation sites, with 31% of 25-34-year-olds booking with sites such as
Booking.com – double the rate among adults over 35. This younger group was also more likely to book with an OTA – one in five (19%) doing so – and least likely to book with an agent (10%) yet most likely to consult an agent,
17% in person and 18% by phone. Older adults aged 55 and over
appear most likely to book with an agent, one in five (19%) doing so in an agency or by phone and another 12% booking by a combination of phone and online. Adults travelling without children
also appear more likely to book with an agent, with 25% doing so against 15% of adults with children. Three out of four holidaymakers
(75%) in better-off occupations booked online, against 58% of those with less money, with 28% of the latter booking with an agent in person, by phone or by combination of phone and online.
Websites: TripAdvisor tops list for research
TripAdvisor is the most-popular site among UK outbound travellers, with 44% using the site in the course of booking or researching a holiday. The reviews and booking site was well ahead of
its nearest rival, accommodation site
Booking.com (31%). The Thomson site was third most-popular, on a par with easyJet on 25% and ahead of Expedia (24%). These form the five most-popular travel sites. None
other of a list of 12 leading sites was used by more than one in five respondents, although 29% used sites outside the 12. SkyScanner was used by 19%, British
86
travelweekly.co.uk 1 September 2016
Airways 18% and Ryanair 16%. The list also included Airbnb, Cheapflights, Travelzoo and Google Flights. TripAdvisor was most popular in the north, where
55% used it, and among those without children (50%). Just 29% of adults with children used TripAdvisor. EasyJet rated higher than Ryanair in every age group
and region, but was more popular in the north (31%) than elsewhere. BA topped easyJet in the south with 31%.
Booking.com appeared more popular with adults without children (36%) than with (21%), and Airbnb more popular with higher-income households.
57% Online
With agent in person
9%
With agent on phone
5%
How bookings made
36%
Online: direct with airline/hotel
CONSUMER RESEARCH: Online dominates but trade intermediaries
Don't know
Other method
6% 5%
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