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Online Travel

5 Charts Showing How UK Travelers Plan Trips Online

Dan Peltier

Photo Credit: A traveler searches for hotels on Booking.com, one of the most popular booking sites in the U.K.  PlaceIt by Breezi

Skift Take

Booking sites are prominent throughout the online trip-planning process for U.K. travelers and while they're one of the most used channels for booking, airline and hotel sites become more important when travelers are ready to pull the trigger. Offline travel agents and tour operators are big, too, but not covered by this survey.

As several major hotel chains engage in charm offensives to woo travelers towards direct bookings, U.K. travelers say booking sites are one of their most important channels for trip research and booking. That's according to a survey from Expedia Media Solutions and conducted by comScore that found U.K. travelers consider booking sites as the most influential online resource when deciding on a destination (see charts below). Booking sites are also the most common online resource they turn to first when deciding where to travel. comScore surveyed 817 U.K. residents online in March who were aged 18 and older and had booked travel onl

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