Only 9% of people go to high street travel agents

Only 9% of UK holidaymakers visit travel agents to book the holiday, suggesting the sector could be under threat a new report has found.

When it comes to 18-24 year olds, this figure drops to just 4%, while 18% of people over the age of 65 still visit high street travel agents.

However, 39% of UK holidaymakers still searched online through a travel agent’s website, with the figure increasing to 53% for 18-24 year olds.

Mobile technology group, Apadmi, surveyed 1,000 people who had taken a holiday in the previous 12 months to discover how the use of mobile technology could impact the entire holiday experience.

The results suggested that business could be brought back to travel agents with the implementation of new technologies. Some 48% of respondents said they would like to see travel agents invest in augmented reality (AR) and virtual reality (VR) so they can view destinations, hotels or transport in store before booking anything.

Nick Black, CEO of Apadmi, said: “With price comparison and travel-specific review sites now widely used by holidaymakers, travel companies are finding it harder than ever to maintain that market edge.

“If travel agents and operators want to create and maintain a competitive advantage, they need to build immersive and engaging digital channels, rather than relying on traditional high-street retail outlets.”

He added: “Embracing this technology could help bring people back to the high street so they can interact and engage with lots of destinations in store before they make a decision on their trips.”

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