Thomas Cook has admitted it may not hit its ambitious target of 50% web penetration in 2015.
Announcing first quarter results for the period ended 31 December 2015, the tour operator says group web penetration remained at 38% for the past 12 months.
The target was set in early 2013 but fell short of its forecast of 40% last year.
Questions surfaced over whether the same focus on "digital transformation" would continue following the departure of former-CEO Harriet Green.
Some of the detail of ongoing web projects was provided in the group's full year 2014 results announced at the end of November.
Thomas Cook blames the removal of low-margin hotel business for the static figure and stresses that 'digitising' the business remains a key focus.
Bookings on its main UK site, for example, increased 24% in December and by 10% for the first quarter and the operator says its web platform - OneWeb - is working well in the UK. It has now been extended to the Netherlands.
Mobile and tablet traffic is also on the up as is the all important conversion rate which the operator says has increased 20% since Christmas.
The first quarter results is the first admission that the 50% for full-year 2015 is unlikely. The company says web penetration will grow as it continues improvements in the customer experience but there are no clues as to the rate of growth.
Financial highlights from the first quarter include a £53 million reduction in loss from operations compared with the first quarter of 2014. Revenue increased by 1.6% or £24 million) year-on-year.
TUI Group also revealed its first quarter results this week with an update on its own digital transformation and an increase in online sales of mainstream travel to 40% of all bookings.