CONSUMERS are more comfortable than ever about booking direct while not enough operators listen to their clients, the survey revealed.
In a MORI survey of 705 customers, 24% said they had booked direct during 1998 compared to 21% in 1996 – the last time a survey was undertaken.
Of those going direct, 27% believed it would be cheaper with 17% saying it was more convenient.
Only 5% said they took the direct option for better product knowledge.
The survey also showed that of those who went through an agent, 39% did so because they felt it was easier with 16% saying they did it out of habit.
Only 4% believed they would get better advice.
The survey also found that most complaints were about poor accommodation followed by flight delays, change of accommodation and poor administration.
However, 51% blamed the hotelier for the problems with 48% holding the tour operator responsible.