Trust key to client bookings: new report

As the January booking rush continues, Travel Counsellors has revealed that trust ranks highest when it comes to booking a holiday, according to a recent survey commissioned by the company.

The survey was conducted to gain a better understanding of what UK consumers consider when making travel plans and to gauge how likely they are to holiday in 2016.

A huge 93% reported that they plan to go on holiday in the next 12 months, highlighting that consumers are still making travel plans despite reports of uncertainty following recent global events.

However, such events and a growing concern over untrustworthy travel providers appears to have impacted the thought process of consumers when planning their travel.

The survey revealed that booking with some they can trust is now the most important factor for 60% when making travel plans, whilst only 4% ranked ‘getting the cheapest price’ as the most important factor for them.

A further 24% of those surveyed placed the most value on having a holiday tailor-made for them according to their specific wants and needs.  In addition, having 24/7 assistance was considered most important by 7%, closely followed by being financially protected (6%).

Travel Counsellors managing director Steve Byrne said: “It’s clear that people are still planning to travel this year but with recent events in the industry, they are now placing ‘trust’ at the centre of the booking process over anything else.

“Customers need to know what is right for them; where is safe to travel; and be reassured that someone who genuinely cares will be there for them every step of the way.

“Travellers are also becoming more discerning and want a holiday that is catered to their specific needs and requirements – it’s no longer a case of ‘one size fits all’.  Now it’s not just about price – people are placing much greater value on the service they receive and the peace of mind they have when booking with someone they can trust.”