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Taking a trip to the Web Consumers using the Internet for travel



Online activity around the travel category is sky-high, according to independent research conducted by

Feedback Research, a division of the Claria Corporation based in US.



Feedback Research analyzed the actual online traffic of Claria`s more than

43 million users and surveyed a random sample of users who viewed major travel

sites to gain insight into their online travel purchasing and research habits.

Results indicated that consumers are searching online for their hotel, airline

and car rental needs with 82% preferring to make travel arrangements online

and 59% of total survey respondents citing they had purchased travel online in

the past 90 days. Of those respondents, 67% made their purchases at either a

travel aggregator site such as Expedia, Orbitz or Travelocity or a specific

airline site.



Airline Sites and Travel Aggregators Battle for the Skies


  • 78% of survey respondents who purchased from a travel aggregator site

    typically preferred to go there first when they begin researching

    travel arrangements.

  • 50% of survey respondents who ultimately purchased from an airline site

    typically preferred to go to an airline site first when they begin

    researching travel arrangements while 41% preferred to go to a travel

    aggregator site first.

  • Airline tickets were the most popular online travel purchase with

    87% of survey respondents who purchased from a travel aggregator site

    in the past 90 days saying that they purchase airline tickets; followed

    by hotels with 54% and car rentals with 42%.


Driving Loyalty


  • Of those loyal respondents who repeatedly purchase from 1 or 2 favorite

    travel aggregator sites, 82% reported doing so because of good price;

    30% because of good packages.


    • Online analysis of those respondents who answered good price,indicates that they actually came back to the category more often (8.4% more) and viewed 5% more sites than the average consumer.

    • Online analysis of those respondents who answered good packages, indicates that they actually came back to the category 16% more and viewed 9% more sites than the average viewer.


  • 76% of respondents said that they repeatedly purchase from 1 or 2 favorite airline sites, because of good price; 17% because of good packages.

  • 54% of survey respondents said that they prefer to use different sites when making their travel arrangements.


    • Online analysis of those respondents revealed that the average number of sites viewed per user was 2.62 and the average user came back to the travel category 11.49 times during the research period.



Shopping Around for Travel


  • Online analysis reveals that low-cost airline site shoppers viewed an average of 17.8% more sites that the average airline shopper.

  • During the research period, the average shopper within the travel aggregator category came back 12% more times than the average shopper within the airline category.


The Difference between Planning Business and Pleasure Travel


  • Of total respondents who travel for business, 24% usually book their travel within 1 week in advance on an airline site; while 78% of total respondents who travel for leisure usually book their travel on an airline site 3 or more weeks in advance.

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