Online travel sales maintained dynamic growth. It partly cannibalised offline sales but also attracted new customer groups and increased overall travel and tourism sales: both domestic and outbound growth was attributable to intensive online campaigns and changing customer attitudes towards online booking and payments. Online platforms smooth and speed up the whole research, booking and payment process and often leads innovation in sales, marketing, customer retention and cross-selling – well ahead of other industries, such as retailing, or consumer foodservice.
Online travel sales to residents is set to grow further, recording a 12% value CAGR at constant 2017 prices during the forecast period. However, the category will need a lot of human interaction – especially when booking longer holidays, where the role of sales professionals will remain critical.
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