Small and lesser-known travel businesses are better at attracting younger customers online according to a new survey published in the September edition of Travel Weekly’s sister publication Travolution.

The Generations survey shows that older shoppers are more likely to focus on well-known firms when shopping online due to the peace of mind they provide.

However, younger travellers, and in particular the 25 to 35-year-old age group, are far more likely to visit less well-known sites if they offer the best price. And they are still booking through agents: 42% of 16 to 24-year-olds are likely to consult an agent before booking a holiday.

Travolution editor Kevin May said: “Agency websites have a great opportunity to reach younger consumers if they combine informative content with low prices and offers – a key factor mentioned by almost all the young people we spoke to.”

All four of the age groups, 16 to 24, 25 to 34, 35 to 54 and 55-plus, said a lack of decent information was the most likely factor to make them leave the site, while confusing design leading to poor navigation is the next biggest annoyance.

May said: “After attracting people to your website, the look and feel is one of the most important elements for keeping them apart from the price.”

Online reviews are continuing to prove important, with 63% of shoppers in the 16 to 24 and 55-plus categories and 81% of those in the 25 to 34 category influenced by them.

Travolution’s conclusions were drawn from 3,500 survey responses and eight focus groups – two for each of the four age ranges questioned.