The latest eTravel Benchmark results from eDigitalResearch have found that creating a strong, engaging and responsive online presence is vital to travel firms to provide security and protection during the current turbulent trading times in the industry. Sites that provide customer reviews, interactive features, such as video's and map planners, as well as good customer service, came top of the overall travel customer satisfaction leagues, as some companies continue to struggle financially.

As we approach 2012, online customer service has become the new battleground for travel companies. With consumers becoming increasingly savvy over where to find the best deals, attracting users to your website is no longer enough. You have to keep them there.

Brand Britain is stepping on the gas. In the run up to next year's double-header of the Olympics and the Queen's jubilee, the country's tourism boards have recently announced a spate of marketing pushes designed to get overseas tourist bookings flooding in.