Younger consumers are using travel agents more for advice than their older counterparts, a new study reveals.
More than a third (36%) of 16-24 year olds sought advice from agents online and in person, compared to 19% of 55 year olds and above, according to research conducted amongst 2,000 holidaymakers by airport parking and hotel bookings company FHR.
Nearly half (48%) opt to book their holiday online; some of the reasons cited include the ease (46%), much quicker (43%), less stressful (16%) and more flexibility (28%).
More than a quarter (28%) of those surveyed preferred to use a travel agent either online or in person, citing agents’ expert knowledge (17%), easier way of doing things (19%), saving money (20%) and saving time (20%).
The older generation is more likely to pick up the phone for the final booking – 16% of 45-54 year olds and 21% of 55 year olds and above, compared to 7% of 16-24 year olds and 9% of 25-34 year olds.
The use of mobile phones and tablets as a way of researching a holiday are low on the list, with only 2.1% and 6.4% respectively of those surveyed using these devices, compared to 53% using a desktop/laptop.
The poll found that over-55s were the least likely to do any holiday research (26%), compared to 25-34 year olds (15%).
Mobile phones and tablets barely get a look in when booking holidays, with just 0.5% of people choosing to seal the deal with these devices.
The company said: “With increasing access to information and services available at the consumers’ finger tips, the traditional agency model will have to tread the line between value and cost carefully to retain customers.”
Director Graham Greenaway said: “Travel companies stuck with the mentality that the older generation does not use their websites need to think again. Our latest research shows that this age group is now carrying out more research via their computers than using travel agents. The same applies to when they book their holidays.
“Moving forward, to cater for this shift in online behaviour, we should see less emphasis from travel companies on brochures and more focus on websites.”
When asked how much they spent on their last holiday, the most popular price ranges included £801-£1,500 (19%), followed by £201-400 and £401-£600 both at 18%. Only 4% spent more than £2,500.