Holiday companies and travel agents may wish to improve their website's design after a new survey revealed the popularity of booking travel plans online.
 
According to an IMRG and eDigitalResearch poll,  almost half (48 per cent) of people will visit a website in the hope of spotting a cheap holiday deal this year, with a further 50 per cent aiming to spend less on their trip than they did in 2009.
 
This could lead to an increase in the number of holiday companies taking steps to improve website accessibility.
 
Co-founder and director of eDigitalResearch Chris Russell said the organisations need to ensure that a customer's online experience is "seamless from the homepage to the purchase and delivery".
 
"While they may be investing more of their marketing budgets online, it is important to look beyond the wow factor and balance clear engaging content with good customer service support," he commented.
 
Separate eDigitalResearch published last month suggested that improvements made to online retailers' websites boosted online sales by a quarter during the Christmas period.