2008 News Archive - Holidays - Net users 'prefer beach holidays'
20 12 2006
People using the internet to make travel plans are more likely to book a beach break than any other kind of holiday, new research reveals.
Beach holidays are followed by long-haul trips and cruises in the list of the most popular holiday options among those choosing to book online. Activity holidays, however, are much more likely to be booked on the high street, suggesting that these holidaymakers are more comfortable with the information they receive in this environment.
The research, from Nielsen//NetRatings, was conducted on behalf of Harvest Digital and Adviva and it reveals that more than half of internet users now book their holidays directly online.
Nine per cent of internet users book their holidays on the high street after first researching the destination on the internet, while 17 per cent scour the world wide web before eventually booking over the phone.
Alex Burmaster, European internet analyst at Nielsen//NetRatings, said: "The travel industry provides a wonderful reminder, if anyone still needed one, of how integral the internet has become in the life of today's consumer.
"The internet is now officially a mainstream form of media and companies who still believe it can only form a 'niche' part of any consumer-focused strategy will soon find themselves marginalised as the 21st century progresses."
The internet has not left word-of-mouth redundant, however, as half of internet user still book their holidays on the basis of recommendations from friends and family.