Travel agents should embrace the internet as a holiday booking tool, it has been suggested.
Around 92 per cent of Brits now use the internet to find the best deal on prices before booking, Kayak.co.uk has suggested.
Such figures show the importance of the internet, Demot Cairns, the general manager for travel on the Irish Sea as Stena Line has said.
"We found that one of the reasons why 43 per cent of people feel that they are being ripped off [by travel agents], is that they get a better deal online," he said.
"There isn't exclusion between travel agencies and internet sites - they should embrace them and think, 'We can provide knowledge and experience to back that up'."
Further research from Kayak.co.uk suggested that only 0.8 per cent of people will turn to high street travel agents for advice on how to stretch summer budgets.
It also found that 73 per cent of people are planning on taking more than one holiday.
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