Research finds the phone is stll important for holiday bookers

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Almost half of people (47%) prefer to use the telephone to call with a question before going on to book a holiday, new research reveals.

Men are much more likely to call a travel provider than women, while the 55-plus age group were both more likely to book by phone and spend more, with 52% spending more than £1,000 on their last break.

Data analysis by call monitoring company Mediahawk suggests that travel bookers engage with up to eight marketing ‘touchpoints’.

These include both online and offline channels like paid adverts, brochures, the company website, reviews sites and the telephone.

The firm’s holiday planning and booking trends study was compiled by asking 1,500 respondents about how they planned and booked their holiday in the last 12 months.

Mediahawk chief executive, Michael Morrell, 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 customer relationship management software.

“Phone call data fills in previously unknown details about the consumer journey.”

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