For certain travel products, consumers find the Internet ideal for conducting research but not for booking reservations. Burst Media found that a much higher percentage of survey respondents planned to research online and book offline hotel accommodations (50.1%) than airline flights (39.2%) or car rental reservations (12.2%).

Generally speaking, the more complex the travel product, the more likely it will be researched online but booked offline. Travelers who book offline cite help from live customer service agents as a major incentive.

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