Over half of holiday bookings will be made online by 2015, claims research by Enders.
The research company has released its assessment of the UK travel market to 2015, covering the package holiday, flight, accommodation and cruise sectors.
The research predicts that while the holiday, flight, accommodation and cruise markets have been hit hard during the recession, they will ‘bounce back’ when household finances recover.
As a result, the company has projected that 60% of holiday bookings will be made online, up from 45% in 2010, a growth that will be fuelled by increased bargain hunting, as well as improved choice and functionality.
The bulk of internet sales will be made by suppliers, although travel agents will take a share, particularly in the accommodation sector.
“New devices such as tablets and smartphones will increasingly be used to book and manage consumer travel,” added the research, “thought the potential for incremental sales seems limited’.”