A telephone call is a pivotal step in the holiday booking process, a new report into UK Holiday Planning and Booking Trends by call tracking company Mediahawk reveals.

It seems that the art of conversation is not lost in the digital age after all.

The research found that nearly half of us (47%) prefer to call a business with a question before going on to book our holidays.

Key trends identified include men more likely to call a travel provider than women, while the 55+ age group were both more likely to book by phone and spend more, with more than half (52%) shelling out more than a grand on their last break.

The results also found that in the lead up to booking, data analysis suggests that respondents engaged with up to eight marketing touchpoints, including both online and offline channels like paid ads, holiday brochures, brand website, reviews sites and the telephone.

The report also reveals innovative tricks and tactics that struggling travel marketers can employ to make a profitable return and convert more enquiries.

Michael Morrell, Mediahawk’s CEO, said: “For a travel provider, getting a prospect on the phone not only helps to ease them through the booking process, but it’s also a valuable opportunity to upsell other services or features.

“We’re finding that more and more of our travel clients get much better insight about their prospects’ behaviour by tracking their telephone response and then feeding their data back into their CRM (Customer Relationship Management Software). Phone call data fills in previously unknown details about the consumer journey.”

For more information visit www.mediahawk.co.uk

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