Internet “overtakes in bookings share”
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The UK leads the way in making internet bookings across the European markets and has now overtaken other booking methods, according to new data results.
Data analysed by ITB Berlin and tourism research firm IPK International said travel agencies are becoming “less important” in western Europe after 2012 was seen as the first year that more trips were booked online than through a high street or call-based company.
One in five holidays is thought to be sold through an offline agent in the UK now, compared to one in three in 2008. Sales on the internet have grown 47% since 2008 and is now said to have a 78% share of the market.
The results suggested a shift in the mainstream sector but did not specify the type of holidays that were booked through each channel.
“Above all flights, followed by accommodation but also travel insurance or car hire are booked online. In countries where obtaining a visa is difficult and for long-distance trips travel agencies continue to play an important role,” said Dr Martin Buck, director of travel & logistics at Messe Berlin.
In markets where outbound travel is growing such as China and Russia the travel agent was still deemed as important in the trip planning stage.
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