Image: The digital age has 'broadened horizons'

The vast majority of overseas and domestic travel transactions in the UK are now "digitally influenced", according to new research from business advisory firm Deloitte.

Graham Pickett, the firm's head of travel, hospitality and leisure, revealed the findings in his speech to an Association of British Travel Agents (ABTA) conference in London on 10 May.

Pickett told delegates that the "digital age has enabled consumers to broaden their horizons" and that there had been a 60 per cent increase in "last-minute" hotel queries during 2011.

"This has created the need for tour operators and travel agents to be smarter with the timings of their marketing activity," said Pickett.

According to the Deloitte Consumer Review Q3 2011, 86 per cent of overseas and 91 per cent of domestic travel transactions have been influenced by digital means.

Pickett added: "Consumers have embraced digital media and are increasingly confident about interacting and making purchases online."

Details: www.deloitte.com

Image: Tyler Olson/shutterstock.com