ABTA has predicted that mobile phone applications and services will have the most significant impact on holiday booking trends in 2011. The association’s travel trends report stated that smartphone use is set to overtake PCs, with 92 percent penetration in Europe by 2014, according to Ovuum. Euromonitor International has also forecasted that half of European travellers will use to smartphone to find or reserve travel by 2015, with international roaming identified as the major setback. As a result, ABTA expects a package holiday app to be launched this year and, in turn, the last minute trend to continue as travellers book on-the-go. Meanwhile, value for money is expected to remain the ‘key sentiment’ in 2011, with customer service noted as a key decider for holiday choice. “2011 will continue to see an increase in customers choosing shorter duration and all-inclusive holidays to help manage budgets,” said ABTA’s report. Thomas Cook has also predicted that more package holidays will be taken in 2011 compared to last year as consumers look for more protection. “The cold weather is playing its part in turning people’s thoughts to sunnier climes as they look to book earlier, using both the high street and the internet to research their perfect holiday, and get the best value they can for their well deserved break,” said Manny Fontenla-Novoa, Group CEO of Thomas Cook Group. According to the tour operator’s research, two thirds of summer 2010’s late bookers will book their 2011 summer holiday in the next two months. ABTA’s figures showed that three quarters of UK consumers holidayed in the 12 months up to September 2010. This typically consisted of two long weekend stays in the UK and one week-long holiday abroad.