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New survey: use internet to improve marketing
If anyone doubts the internet is continuing to emerge as a primary travel planning resource, another study confirms it.
With the US online travel marketplace approaching $70 billion, Burst Media recently surveyed over 2,100 web users 18 years and older who plan to travel in the next three months about their use of the web as a travel resource.
Among respondents who will utilize the Internet to plan their upcoming travel, nearly half say the Internet will be their primary travel resource. Among age segments, respondents 25-34 years are most likely to say the Internet will be their primary travel resource or slightly more than half.
Respondents 55 years and older are least likely.
Additionally, about half of respondents reporting household income of $75,000-$99,999, and nearly two-thirds of respondents reporting incomes of $100,000 or more say the Internet will be their primary travel resource.
“Travelers have flocked to the Internet – actively using it as an information resource and a place to make travel purchases,” said Chuck Moran, manager of market research, Burst. He added:
“Travel industry advertisers should take advantage of the web’s ability to not only target travel audiences with specific interests, but also deliver a vast amount of information. They should also explore the interactive nature of the web by using creative that the user can interact with, gather information, and possibly complete a travel transaction.”
The study found of those who will conduct a travel transaction on the web about three-quarters will purchase airline tickets, more than two-thirds will likely make hotel reservations, and over one-third will likely rent an automobile.
Also, respondents who will make transactions online will also conduct travel research online – almost 60% will research travel destinations, and almost one-third will research travel/tour operators.
Among survey respondents who use the Internet solely as a research tool the most popular tasks are; research hotel accommodations and prices, research travel destinations, research airline flights and fares, research tour/travel operators, and research car rental availability/rates.
Report by David Wilkening
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