Home  › Marketing › Strategies

Online Is Destination for Travel Booking

  |  August 17, 2005   |  Comments

Consumers research travel on multiple sites, but book directly with airline and hotel sites.

Consumers are going online to plan and buy travel in increasing numbers. Driven by low prices, most buyers search multiple sites.

Claria Corporation's Feedback Research division said 88 percent of consumers who have gone or plan to travel this summer use the Internet to research and purchase their trips.

In terms of actually purchasing travel, 61 percent indicate they purchased or planned to purchase an airline ticket online, up from 50 percent in 2004. Online purchases of hotel accommodations also increased this year to 52 percent, up from 40 percent in 2004.

Consumers frequent multiple general travel sites, according to the study. Respondents who visited Hotwire.com also looked at Orbitz (71 percent); Expedia (67 percent); and Travelocity (62 percent).

Of those who purchased travel online and researched at a general travel site, 73 percent indicated they went to the specific travel company's site to actually make the purchase. Just over half (52 percent) report they go directly to the company site because they believe company sites offer the lowest prices. Forty-seven percent say company sites offer special deals, and 22 percent just want to get their frequent flyer points.

Airline-only sites record the highest number of repeat visitors per month. Southwest.com leads the pack with an average 9.31 visitor returns. AlaskaAir followed at an average 9.29 return visitors, and Northwest.com visitors came back an average 9.19 times.

Scott Eagle, Claria's CMO, said the study shows consumers increasingly compare prices.

"While some consumers indicated that they purchase because of ease of use or frequent flyer programs, it's clear that low prices will be a primary driver in online travel decisions," Eagle said. "In an environment like this, the challenge for travel brands is balancing the costs of maintaining a competitive product with building brand equity and high brand awareness."

Feedback Research analyzed data from its parent Claria's network of users between April 1 and July 1, 2005. Additionally, users who had purchased travel in the past 12 months or viewed travel sites in the prior 30 days were surveyed.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...