The online travel sector has been advised to consider investing more heavily in customer engagement over the web in order to inspire consumer loyalty.

This assertion comes as a result of the latest eTravel Benchmark Study by eDigitalResearch, which revealed that 94 per cent of people spend time researching their holidays on the internet.

Customer service in the industry was found to be the section performing the least well, with Derek Eccleston of the company advising firms to spend time creating sites that "compete with ‘best of breed’" for engagement and client support.

He added that consumers want a web page that is easy to purchase from, while simultaneously displaying "the inspirational ‘wow’ factor" – suggesting that website marketing services in the travel sector may benefit from concentrating on these two factors.

Earlier this month, Shane Quigley of Econsultancy observed that conversion rates can be improved through the use of various tools, including the Attention Wizard which is a cost-effective way of providing insights into user interaction.

Services, Multilingual Search Marketing and Website Conversion Enhancement services.

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