Elements of personalisation are creeping into online travel sites as demonstrated by a recent study by eDigitalResearch. The eTravel Benchmark looks at the digital travel experience across a number of criteria including first impressions, search, booking process and design and usability. Booking.com came out on top for the fifth time running for its performance across all channels - desktop, mobile and mobile application. According to the survey, personalised digital experiences are a growing trend although most consumers aren't really aware that content is personalised with only 20 per cent recognising these features. Click here to download the full study.