UK outbound tourism is growing slower than other European countries, according to new research. Data from US trends company PhoCusWright has shown a ‘very slight growth trajectory’ for 2011, behind Germany and France. However, consumer satisfaction was valued in the UK as 51% of respondents said they returned to a company following a previous positive experience, rather than price. Technology was also cited as an important holiday aspect. Of those who had internet, only 5% booked a holiday completely offline, although fewer than 10% of customers have used travel apps or website on their mobile phone in the past year. This is set to change as the amount of travellers with smartphones is set to grow to more than 80%.