Cheap travel insurance customers hoping to book their holiday online may be among those concerned by a lack of web support.
According to consumer specialist eDigital Research, travel websites should invest more in their customer service.
The firm's director Michelle Fuller said holiday operators should set up a variety of support and advice services.
She explained that they could offer "whatever tools" are available, "such as online help, 24-hour call centres, online chat and immediate email feedback", although she conceded that a lack of funding could constrain businesses from doing so.
"Unfortunately, the current economic climate and the effect that has had on the travel industry has meant that a number of travel organisations do not have the budget they need to progress," she explained.
Figures published by consumer experience specialist Tealeaf revealed that more than three-quarters (77 per cent) of those who have made an online transaction in the last year had problems doing so.
