“This demonstrates how confusing and complicated the process is,” she said. “The reason we have changed some products is we have tried to improve and simplify the path of look to book, to provide more information to support what the user is looking for. “We are providing more content to make more qualified leads. We see a lot more companies we work with doing the same thing providing a lot more simplicity in their websites. They are doing it through trial and error and development of their mobile and tablet sites.” Greater connectivity is seeing a proliferation of booking channels with up to 15% of people it the UK now booking on the mobile devices, up from just 4% a year ago. Get the full story at Travolution