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According to a new Econsultancy report, the internet places a massive role in the research process for travel products, with 71% of consumers having browsed for a flight, hotel or holiday in the last six months. Yet, just 56% of people have booked the travel product on the web.
The survey results highlight the importance of the internet for booking, and echo the results of an earlier Econsultancy/Toluna travel survey, which found that the web was involved in 85% of travel purchases, either in the research phase, or for actual bookings.
If we include mobile and tablets, then 71% of travel research takes place online, making the internet absolutely vital for travel brands. It’s no surprise: holidays are the biggest purchase of the year for many people, and it’s a decision that can take some time.
While 71% of respondents research online, just 56% of people have booked the travel product on the web, which may suggest that people are seeking reassurance via other channels before taking the plunge, as well as the fact that much travel research doesn’t necessarily lead to a purchase.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
