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Online, mobile and brand reputation increasingly important for UK travelers to travel consumers.


Online, mobile and brand recognition is becoming increasingly important to travel consumers. In a recent study done by the eCustomerServiceIndex (eCSI) it was found that 72% of UK consumers prefer to research holidays online and 53% of consumers avoid in-store travel agents altogether.

Mobile has become progressively dominant when researching and/or booking a trip. Almost 1 in 3 mobile owners have used their smartphone to browse for holidays, while 11% actually moved through the funnel and completed the purchase on the device. In the hotly debated topic of Apps vs. Sites this study found that 70% of smartphone owners prefer to browse for hotels, travel tickets or holidays using a mobile optimized site rather than a mobile app. This all points back to the fact that consumers want to use online resources whenever and wherever they want and with the device most appropriate at the time. Hoteliers that present their hotels story in a consistent manner throughout all channels and across all devices are more likely to benefit.

In conclusion, hotel marketers need to ensure that they offer a consistent engaging story throughout all of their channels, online, mobile sites and web apps. Consumers are expecting this engaging experience no matter which way they chose to browse, shop and purchase their vacation.


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