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Trust 'top priority' for holidaymakers

15 January 2016 09:26

Many holidaymakers prefer booking with a travel agent

Many holidaymakers prefer booking with a travel agent

Being able to find someone they can trust is the most important factor for British holidaymakers when it comes to booking their break, the results of a new survey suggest.

While nearly two thirds (60%) of those surveyed say trust is the most important factor, just 4% say being able to find the cheapest price possible is the most important thing for them.

According to Travel Counsellors, nearly one in four (24%) say the deal breaker for them is finding a break that can be tailored to their own personal needs and tastes.

A further 6% make financial protection for their holiday a priority, while 7% want to be able to have round the clock assistance when booking.

Wherever people end up going for their holiday though, and whatever sort of break they choose to take, heading off armed with a good travel insurance policy is always vital.

The survey also suggests that reports of fake reviews have had an impact on how seriously online ratings are taken by holidaymakers.

Less than one in four (23%) say they view web-based reviews and ratings as the most important form of information about the destinations and accommodation they are considering.

Rather than relying on online reviews, nearly three quarters (71%) of those surveyed say they seek first-hand knowledge of hotels and resorts from a real travel agent when they are looking into a holiday.

Travel Counsellors managing director, Steve Byrne, says rather than seeking out the cheapest deals, customers are increasingly looking for good service, a break that suits their specific needs and peace of mind.

That, he adds, means finding someone that they can trust to book their holiday with and being confident that they will be told where it is safe to travel.