LIKE so many markets, the travel sector has undergone huge upheaval brought about by technology.

Before sunnier climes became just a mouse click away, holiday companies poured substantial advertising budgets into conventional forms of marketing. Much of this activity was scheduled for the dark days of January when potential holidaymakers were at their most receptive.

Such was the intensity of this annual battle for bookings, prime advertising slots in the two highest- selling editions of the TV guides covering the festive period attracted premium rates.

That spike in marketing activity has flattened out, partly due to the huge expansion of the market and new ways to reach it.

The internet has become a travel agent of choice for many, and it's easy to see why.

Inventory control is paramount to many providers in the holiday sector. Everything from airline seats to hotel beds can be booked in real time against “live” availability listings.

The flexibility and immediacy of complex search and book systems has also driven the growth in late bookings – again giving consumers a wider choice and, often, better value for money.

Other factors of course are at play in these leisure markets: the current crisis in the eurozone; the volcanic ash disruption; the BA strikes and, last but most certainly not least the contents of the coalition government’s emergency budget.

We may still have over 10 days to wait for the details but the softening up has already begun.

In times of such travel and fiscal uncertainty, it's understandable that people are holding back on spending plans for some of the big ticket items like holidays.

With the technology now at their disposal, both sides of the travel market can make the most of the circumstances in which they find themselves.

Technology gives travellers choice, and holiday companies a better chance of making the most of volatile markets.