Brand technology agency Great State carried out the research to determine where loyalties lie. It found that 52% of people do not consistently book with the same travel providers. That becomes exacerbated to almost 75% when looking specifically at the over 55 age bracket. In that same age group, 15% say they wouldn’t trust any travel provider to offer a complete experience, compared to a 9% average across the whole population.

But it’s not all bad news for travel companies. Brands that offer end-to-end experiences – the likes of Thomas Cook, Expedia and Trivago – see more loyalty than those that only cater for one part of the experience. And for four brands, it may have been a good Christmas. Thomas Cook, TUI, Expedia and were all named both the most trusted and most loyalty-inspiring brands.