Fly to let holiday owners who promote their properties online could see a boost in bookings this year as more people prepare to cut their traditional holiday spend and look for the best holiday deals they can find on the internet.

The latest e-Customer Service Index (eCSI) survey conducted by IMRG and eDigitalResearch reveals that one in four people are looking to spend less on their holidays by as much as 50 percent this year.
Also according to the survey, 48 percent of people are more likely to shop online to capture online holiday best deals to save money.

Traditionally, the Christmas period has been a busy time for holiday bookings with travel companies advertising early bird discount offers. However, 87 percent of those surveyed didn’t book holidays during the festive season this year, testament to changing public attitudes.

David Smith, Director of Operations at IMRG explains: “This marks a shift in consumer purchasing behaviour as more people are swayed by better holiday deals online and are less likely to plan so far in advance.

“With retailers announcing bumper sales figures over the festive season, it is clear that people preferred to spend their money on instant gratification, as opposed to planning their sunny getaways.”

Over the last year, the online travel sector has witnessed the biggest growth in bookings across the retail sector according to the eDigitalResearch survey, with 12 percent more people booking travel products online this year than last. With more people moving online, customer expectations are growing as a result of the increased convenience and control that the online space affords them.

The eCSI index highlights that such growing expectations has partly contributed to a drop of one percent in overall customer satisfaction across the entire retail sector. Many people who have gone online have been frustrated by poor phone and email support, with customer service contact dropping by two percent since October 2009.

Chris Russell, co-founder and director at eDigitalResearch said: “With more people hunting for better deals online with less disposable income, there is a need to concentrate on ensuring that the customer journey is seamless from the homepage to the purchase and delivery.”

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