As high-street travel agents rapidly lose market share to their internet rivals, they must bring an online element to their offering if they are to play a part in fulfilling consumers’ dreams.
In the U.S. the web is already the first choice for travel research and booking of air travel, with the share of online booking of what is termed complex vacations on the increase. As new technology is introduced that allows customers to self-design their multi-destination trips this trend will rapidly accelerate.
As online travel agents are moving away from selling commodity components to more revenue producing packages, they will increase pressure on traditional tour operators such as First Choice to sell their product online. It is only a matter of time until the already blurred line of online and offline travel purchasing will disappear altogether.
Customers are increasingly channel agnostic and just purchase travel in the easiest way possible.