If they want to continue their growth and more importantly profitable growth, this is exactly the audience they need to attract and establish a relationship based on brand trust. All the major online players have live customer support and need to stress that added value to this group of potential customers vs. lowest price, a no win proposition. With new technology developments allowing more complex travel to be transacted more easily online and in a customer friendly manner, the need for phone intervention should diminish over time with a positive effect on margins. Let’s remember, we’re still in the black rotary phone stage of web development with much more coming onstream that will again transform the way travel is researched, planned and purchased. Travel 2.0 is happening fast and customers are increasingly taking control keeping everyone in the industry on their toes.