Today, in 2015, we, the general public, are practically inseparable from our mobile devices, cell phones, laptops, tablets and even smart watches. In the past we booked holidays through a travel agency, we had a paper ticket, today we can research, compare, book and even check in online for our holidays, and of course we can have our ticket on our mobile phones. Technology has changed a lot and consumers have changed and will continue to change with it. Orr (2013) proposed several ways in which online consumer behavior has changed and suggests that brands need to take this into account and adapt their digital strategy to better facilitate this new “consumer 2.0".