This means operators must be ready to offer whichever channel the consumer wishes to use. Rospedzihowski also said one has to work hard to avoid stereotyping, pointing out many retired people are often as active online as any tech-loving teen. Ellacott added: “You’ve got to know the customer, and technology is the enabler of knowing the customer. “[You have to] get the right holiday through the right channel that they want to book in, and you’ve got to use them all.” Rzymowska agreed that mobile is a vital part of travel sales, adding: “Without a doubt, any business now that’s starting and is not mobile upwards, then it is a potentially dangerous model.” Get the full story at TTG Digital