Companies in the travel and leisure industry have been urged to respond to the desire of consumers to be connected at all times.

According to Guy Chiswick, managing director for Webloyalty Northern Europe, organisations need to understand the digital channels that are being used by their customers.

This, he said, would help them “evolve their marketing strategies accordingly to deliver coordinated and consistent experiences on and offline”.

Mr Chiswick was speaking after research by Webloyalty revealed that 84 per cent of British consumers stay connected to the internet when they go on a foreign holiday.

More than half use a smartphone or tablet to get online while they are away, while more than one in three people take their laptop.

Just 16 per cent said they keep all their devices switched off during a foreign holiday

The desire to stay online during a trip abroad is so strong that 24 per cent of British holidaymakers are willing to purchase extra data for their phones and tablets.

“Constant access to the web is a feature of our daily lives and we no longer expect this to change just because we are in a different country,” Mr Chiswick commented.

“Accessing free Wi-Fi, buying tickets online, checking in on devices, and interacting with brands on social media is now an expectation when we’re on holiday.”

One interesting finding of the study was that male and female holidaymakers both use the internet differently during a trip abroad.

Some 31 per cent of women use social media and communication apps when they are away, compared with just 23 per cent of men.

Conversely, 53 of men used a map app during their last holiday, compared with only 33 per cent of women.

British holidaymakers cannot do without the net, Webloyalty

Posted by Robin McCrink