Travel companies need to offer more to attract online market

Two accountancy firms, KPMG and Wilkins Kennedy suggest that the amount of travel companies going bust in 2011 is linked to customers willingness to book online to get a better deal, rather than buy in store.

24 tour operators went into administration last year and more are expected in 2012.

Professor Buhalis of Bournemouth University said: ‘With information and competitive prices available it is inevitable that people will package their own holidays to gain value from both special offers and discounted prices and also from customised products and services. Tour Operators need to re-evaluate the value the offer and redevelop their business model accordingly.’

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