Research by Monetate found just 20% of prospective holidaymakers it surveyed would use their local agency, yet 85% said they would be open to a travel company personalising suggestions.

Moreover, more than a quarter (26%) of the 1,500 respondents said they needed “all the help they can get” when choosing a holiday, despite vowing to shun high street agencies.

Some 47% of respondents said they wanted a clear “tailored and personalised booking experience”, with more than half (53%) of those surveyed adding they would actually pay more for a personalised booking experience.

However, the most important consideration for respondents remained price, with 55% highlighting discounting as their foremost concern.

Simon Farthing, director global strategy and insights at Monetate, said: “One thing is clear; consumers will expect personalisation when booking a holiday this year. Consumers are in the market to book and can be encouraged to purchase when recommendations are tailored.

“These findings show if travel companies use targeted and personalised content, for example based on consumers’ location or previous product purchases, the opportunity for them to make big sales beyond the traditional January booking craze is huge.”