Over two-thirds of Brits use smartphone for travel-based activity

More than half avoid in-store travel agents.

Travel apps and mobile sites have grown in number over recent years, from the likes of CrossCountry Train Tickets, which offers real-time support and digital tickets, while SkyScanner and Expedia offer flights and holiday bookings.

eDigitalResearch and IMRG say 68 per cent of smartphone owners in the UK use their device while travelling or researching travel, as 53 per cent avoid bricks and mortal travel agents when planning and booking their trips.

Meanwhile, almost a third have used their device to search for getaways and vacations, while 11 per cent finalised a travel purchase via mobile, according to the report.

Additionally, 70 per cent prefer to use mobile-optimised sites when looking for hotels, tickets or holidays, while 70 per cent prefer to use an app for maps, timetables and weather forecasts.

Derek Eccleston, head of Research at eDigitalResearch, said: "The travel industry has faced some turbulent times in recent years. A good multichannel strategy will be key for companies looking to grow in 2012, especially as our survey showed that ten per cent of consumers will use their smartphones more when booking and browsing for their next holiday.