The topic of online versus traditional booking channels will once again be a key focus at the 2013 Arabian Travel Market technology seminar sessions as organiser, Reed Travel Exhibitions, highlights the dramatic shift in consumer mindset over the last 12 months as travellers log on to technology for convenient airline and hotel bookings.

The latest eTravel Benchmark results from eDigitalResearch have found that creating a strong, engaging and responsive online presence is vital to travel firms to provide security and protection during the current turbulent trading times in the industry.

A quarter of all advertising is now being spent online. According to a new study by Price Waterhouse Coopers and the Internet Advertising Bureau, web advertising grew 12.8 percent last year, three times the 2009 level, with social media, mobile advertising and digital magazines fuelling the growth.

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