Today, consumers are more informed when it comes to choosing a holiday destination in part due to the widespread use of the internet. According to a study cited by Pan and Fesenmaier (2006) the internet is a central source for gathering tourist information, with 95% of web users looking for travel-related content and 93% of them stating they use tourism websites for planning holidays. A holiday package has to include at least two of the following: (a) transport, (b) accommodation or (c) other significant tourist services such as representatives. (Consumer Direct 2004). As such, its actual sale is complicated due to the nature of the product trying to be sold: the idea of a unique experience that will reap great benefits. Tour operators face the problem that they are trying to sell a product which their buyers cannot actually touch or see, that is to say it is “intangible”. This intangibility injects an “uncertainty factor” to the customer, as they are not sure what they will get as they have not yet experienced it. (Visit London 2005). Apart from intangibility, there is the problem of “perishability”: once a date for a particular holiday package has passed, these sales cannot be made up, which translates into lost revenues. Perishability and revenue loss have been studied and documented as part of the seasonality problem of tourism in general: changes in demand for certain destinations based on the time of the year.