The travel industry is changing as a result of holidaymakers being able to compare flights online, a new report from Total Insight has suggested.
According to the transportation management organisation’s study, consumers have turned the tables on the travel industry by becoming more likely to create their own trips rather than purchase a package holiday.
Responding to the research, Nick Oram, director of independent media agency Total Media, said that going online "is like having a travel agent in your living room".
"Price comparison is very easy, you can find out all sorts of information about what you need very easily, and I think that has helped and allowed the trend over the last few years of people booking their holidays directly," he commented.
Mr Oram went on to say that there has been a decline in the package holiday industry, a trend he believes has been occurring "for quite a while".
Total Insight’s report also revealed that almost half (48 percent) of holidaymakers aged 45 to 54 had written an online hotel review in the last six months.