Travel brands must anticipate common ‘pain points’ in the holiday experience to win over fickle customers.

That was one of the conclusions of research by brand technology agency, Great State, which found 52% of UK holidaymakers do not consistently book with the same providers.

Its survey of 1000 UK consumers found lack of loyalty is highest amongst those in higher income brackets, with almost three quarters of those earning over £65,000 saying they never book with the same provider consistently.

Consumers aged 55+ are least trusting of any one brand to provide an end-to-end experience, with 15% saying they wouldn’t trust any provider compared to a 9% average.

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