Research has shown that venting one's anger online about a poor travel experience is proving a more popular pursuit than taking it up with an official body.
The study by MarkMonitor of almost 3,300 travellers in the UK, US, Germany, France, Italy, Denmark, Spain and the Netherlands found that 42% would post a grumble on the web in the first instance, whilst only 40% wouild try to get a refund from the product seller.
Just over one-third (35%) would be sufficiently angered by the poor experience to take it up with an official trade organisation or licensing body.
Whilst there is nothing new in the finding that 47% would check online reviews before booking a travel product, just 31% say they would look to find the licensing information for a product (such as the British ATOL protection scheme).
Worringly, some seven out of 100 travellers say their most recent trip booked online did not meet their expectations, with a staggering 37% of those highlighting issues around stolen credit card details or their misuse by a third party following a trip.
The most popular product bought online was flights (global average of 75%), with accommodation (74%), car rental (29%) and activities 25%) thereafter.