SuperBreak gets Superfestive in new agent campaign

SuperBreak gets Superfestive in new agent campaign

Thursday, 27 October 2016 11:00

Agents boo...

EVA Air offers autumn savings on its Kangaroo Route

EVA Air offers autumn savings on its Kan…

Thursday, 27 October 2016 08:00

EVA Air is celebrating an increased service on its ‘Kangaroo Route’ by unveiling autumn offerings on flights from Heathrow to Brisbane, Australia with return fares from £642 per person.

Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First …

Wednesday, 26 October 2016 14:00

Thomson and First Choice have announced the introduction of Vietnam to the winter 2017 programme.

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Holidaymakers now have unprecedented levels of information and offers at their fingertips, which is causing a significant shift in how they research and book their trips – with a particular focus on getting the best price.

They aren’t just shifting from offline travel agents to their online equivalents; they are increasingly seeking out the best deals by using the latest price-focused loyalty and reward, voucher code, cashback or price comparison sites and apps.

Travel agents need to adapt to the new ways in which consumers are researching and comparing their holiday options before buying. Here are five key tips for travel companies to capitalise on the new era of tech-savvy holidaymakers:

1. Deploy an effective, accessible mobile presence – One in five consumers now book a holiday via their mobile, a figure that grows amongst younger holidaymakers – 28% of mobile-savvy 25-34 year olds. Having a mobile presence is crucial, but so too is working with mobile partners who already have an engaged mobile consumer base and are delivering price comparison, loyalty and reward or cashback options for holidaymakers.

2. Let go of outdated models – Consumers’ priorities have fundamentally changed when it comes to booking a holiday, and technology is helping to support new models of buying behaviour. Some 62% of holidaymakers now prefer to put their own itinerary together, choosing flights and hotels separately, rather than using a travel agent. Far fewer opt for traditional cost-saving, one-stop options such as package holidays (41%) or all-inclusive trips (20%). Travel agents must respond to new way consumers are increasingly using to buy their holidays, or face becoming extinct.  

3. Adapt to new consumer priorities – The recent global economic downturn has conditioned consumers to seek out the maximum value on everything they purchase – travel included. Tradedoubler’s most recent research shows that the majority of people use price-focused channels for travel and hospitality purposes: 59% to book holidays; 57% to book hotels and 53% to book flights. The consumer appetite for value applies to a holiday just as much as it does to a new pair of shoes, and travel agents must ensure that they communicate messages of value to price-sensitive consumers throughout their sales and marketing strategies.

4. Help consumers at the research stage – The culture of information means that people now want to know everything they can about a potential purchase far-ahead of completing the transaction, and they’re increasingly going to price comparison, loyalty and reward and cashback sites rather than online travel agents for this information. At the research stage of choosing a holiday destination, 44% of travellers are now using these price-focused sites – almost as many as those that seek out ideas and information via online travel agents (50%). Ensuring a presence across price comparison sites and apps can help guarantee those travel agents’ brands and their offers are front of holidaymakers’ minds.

5. Respond to new consumer behaviour – The use of channels like price comparison sites to guide travel planning is no longer incidental, occasional, or triggered only by the need to find a bargain. It’s become a fully established habit, shown in the frequency with which holidaymakers return to these sites. Whereas frequent flyer schemes persuade only 38% of travellers to always book using the same carrier, 71% say they always look at price comparison sites to ensure that they are getting the best possible deal, so travel agents need to ensure that they have an effective and impactful presence on these sites and apps

For more insights into Europe’s connected consumers, see our latest research paper, Performance Marketing: Travellers & Purchase Paths and for ideas on marketing to digital-savvy holidaymakers visit

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