This summer, travel is booked on the Internet

August 11, 2005 |

Overwhelmingly, consumers are turning to the Internet for their summer travel planning and purchasing needs - 88% of online consumers use the Internet to purchase or plan this summer's vacations, according to a new study.

Overwhelmingly, consumers are turning to the Internet for their summer travel planning and purchasing needs, according to independent research conducted by Feedback Research, a division of the Claria Corporation, a leader in online behavioral marketing.

By analyzing the actual online traffic and conducting a survey among a sample of Claria’s tens of millions of software users, Feedback Research was able to gain insight into online travel research and purchasing habits. Data was analyzed from April 1 through July 1, 2005, in the months leading up to summer vacation travel. A survey was also conducted among users who viewed travel category sites in the prior 30 days and also had purchased travel in the prior 12 months.

Results indicated that consumers are still taking a trip to the Internet for their travel planning and purchasing needs, with 88% of survey respondents who went or are planning to go on summer vacation using or planning to use the Internet to research and/or purchase their summer vacation arrangements this year. 61% of respondents who went or were planning to go on summer vacation this year purchased or planned to purchase airline tickets online, +11 pts vs. those who went on a summer vacation last year. 52% purchased or planned to purchase hotel accommodations online, a +12 pt increase from last year.

Further results indicate:

Consumers Travel Online to Compare Prices

Low prices seem to be the key driver for consumers researching and buying travel for their summer vacations this year:

- When purchasing travel arrangements, 53% of respondents indicated that they would travel with the brand/company that offered the lowest price.

- Among respondents who purchased travel online:

- 78% chose the site(s) they typically purchase from because of good prices/rates;

- 56% because the site was easy to use; and

- 28% because of loyalty or frequent flyer programs.

- 73% of respondents who purchased travel online have researched travel at a general site, but then went to a specific company’s site to purchase their travel arrangements.

- 52% of those respondents did so because they found that company sites offered the lowest prices.

- 47% cited special deals and 43% cited better prices at company sites while 22% wanted to receive frequent flyer credit.

- Consumers, perhaps looking for a low-cost travel deal, seemed to site-hop between general travel sites and major airline sites:

- Over half of those who viewed Delta.com, United.com or Southwest.com during research period, also viewed Orbitz.com.

- Site-hopping also seemed to be popular among general travel sites; Of those who viewed Hotwire.com during the research period, 71% also viewed Orbitz.com, 67% also viewed Expedia.com and 62% also viewed Travelocity.com.

- Of all travel category sites, airline only sites seemed to have to most repeat viewers per month during the research period: Southwest.com had the most repeat viewers with the average viewer coming back 9.31 times, this followed by AlaskaAir.com with 9.29 times and NorthwestAirlines.com with 9.19 times.

Internet Eases Procrastination for Travel Planners

- Among respondents who went or were planning to go on summer vacation this year, 73% started planning 1 week to 3 months before leaving.

- Travel sites saw their biggest increases in traffic in mid-June. Hotels.com saw the biggest jump, closely followed by Marriott.com, Cheaptickets.com and Orbitz.com.

- 50% of respondents typically purchase travel arrangements online 1 to 2 times a year while 27% purchased travel arrangements online 3 to 5 times a year.

Related Articles

Asia next battleground in online travel
15 Feb, 2007 | Online Travel

Orbitz launches online travel store
15 Feb, 2007 | Online Travel

Priceline rises on European growth
15 Feb, 2007 | Online Travel

Expedia and Hertz renew preferred partnership
15 Feb, 2007 | Online Travel

Online travel sites go multilingual
14 Feb, 2007 | Online Travel

Loyalty is key to online travel market
13 Feb, 2007 |

Ctrip.com posts impressive results
13 Feb, 2007 | Online Travel

Thomas Cook, MyTravel join forces
13 Feb, 2007 | Online Travel

OTAs look beyond price to attract and keep visitors
12 Feb, 2007 | Online Travel

SideStep raises $15 million
08 Feb, 2007 | Online Travel

Most Popular Articles

OTAs look beyond price to attract and keep visitors
12 Feb, 2007 | Online Travel

Hotel websites score higher
13 Feb, 2007 | Hospitality Industry

At Best Western, it’s ‘tech out’ time
12 Feb, 2007 | Hospitality Industry

Hidden hotel fees keep lawyers busy
12 Feb, 2007 | Online Travel

Short supply, higher rates define global lodging
12 Feb, 2007 | Hospitality Industry

To PPC or not? How to decide
12 Feb, 2007 | Internet Marketing

The Web, now just for you
12 Feb, 2007 | Internet Marketing

Online travel sites go multilingual
14 Feb, 2007 | Online Travel

Loyalty is key to online travel market
13 Feb, 2007 |

Do you know how searchers behave?
13 Feb, 2007 | Internet Marketing

Dossier: Travel 2.0

Social networking and the travel industry
07 Feb, 2007 | Hospitality Industry

Travel 2.0: Social networking takes a useful turn
29 Jan, 2007 | Online Travel

Hotels fastest growing segment online, surpassing air travel
18 Dec, 2006 | Online Travel

Shift away from “best price” to “perfect trip”
30 Nov, 2006 | Online Travel

Web 2.0 becomes business travel standard
27 Nov, 2006 | Online Travel

Dossier: Social Media

Media planning tips for virtual reality
30 Jan, 2007 | Internet Marketing

Social media drives e-commerce traffic
09 Nov, 2006 | Internet Marketing

‘Social media’ hottest topic to hit online travel
30 Oct, 2006 | Internet Marketing

Viral marketing catching on, trust still an issue
09 Oct, 2006 | Internet Marketing

Yahoo! launches new video travel site
27 Sep, 2006 | Online Travel

E-Mail Newsletter


Visit our sponsors: