Only 7% of holidaymakers would go to a travel agent for advice when planning a holiday, according to a new survey.
Worryingly, agents even ranked behind guidebooks and magazines, chosen by 8% of respondents as a source of holiday advice, in the survey by direct marketing agency Entire.
The majority of those surveyed, 66%, said the internet was their preferred source of advice for a holiday.
In addition, when asked what the biggest influence on their choice of holiday destination was, only nine out of 2069 questioned said a recommendation by a travel agent. In fact, at 1%, more consumers said the environmental impact of their holiday was the biggest influence.
Unsurprisingly, price was the biggest factor when choosing a holiday, chosen by 36% of holidaymakers.
Entire managing director Ian Stockley said: "The result of the survey brings bad news for travel agents. For many years consumers have been migrating online in search of information to help plan their holidays, however it came as a shock to see how so few people now value travel agents as a popular and trusted source of information."
Stockley said it was important agents understood how the integration of online and offline channels can drive sales and played to their strengths, including the detailed understanding they have of their customers.
The survey was carried out online and the figures were weighted to represent the UK's adult population.
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