THOMAS Cook research has revealed only 16% of the operator’s online customers would consider booking a holiday in a shop.
In January, the company polled 4,700 Thomascook.com customers and discovered only 16% of them would visit a high-street shop, while a massive 87% said they would come back to the website.
Hotels.com marketing director Patrik Oqvist said, on average, 62% of consumers would return to the website, with 25% looking to book through a shop.
Thomas Cook multi-media, flights and ancillaries director Carol Dray said she was ‘delighted’ with the performance of Thomascook.com.
She revealed the booking journey has been drastically shortened from 11 to four pages.
However, she said: “Some of the customers do not like the new system, so we are going to look at changing it again.”