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According to Graham Pickett, head of travel, hospitality and leisure at Deloitte, social
media and review sites have an increasingly powerful role in the holiday destination decision-making
process with 86% of overseas and 91% of domestic travel transactions now digitally influenced.
Speaking at the Association of British Travel Agents (ABTA) Travel Matters Conference in
London recently, he noted, "a 60% increase in last minute hotel queries year-on-year
in 20112 has dramatically shortened the booking window. This has created the need for tour
operators and travel agents to be smarter with the timings of their marketing activity."
For the complete article, please go to Big4.com