Special offers for direct bookings and lower prices are luring British holidaymakers to book directly through hotel websites, according to new research.
Almost two-fifths (37%) of Brits plan to book their stays through hotel and self-accommodation provider websites this year, compared to 17% in 2007 and 30% five years ago. This contrasts with international trends where travel agents online and on the high street are the most popular ways for holidaymakers to book their UK breaks (52% and 22% respectively).
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More Brits booking direct with hotel websites