Online and offline travel booking combination shows resurgence

Research has shown a marked increase in the number of travellers that use both online and offline channels to search and book travel products.

Phocuswright report, following a survey of 2,500 consumers, says the number of US travellers that booked using both methods increased by 5% to 30% between 2014 and 2015.

Those who booked only online fell by a similar amount over the same period, with a nominal increase for usually offline.

online bookings PCW 1

Phocuswright puts the climb in multi-channel booking down to a number of factors.

Firstly, mobile shopping is increasing but the purchase is often made via a click-to-call from the user’s handset.

Furthermore, the rise of alternative accommodation options coincides with the trend that remains in the sector of many properties requiring a booking to be made offline.

Looking ahead, Phocuswright forecasts the walk-in and central reservation channel to see a return to 2014 levels over the course of the next 12 months.

Online travel agencies will still dominate the market but experience a small decline towards 2020.

online bookings PCW 2

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