…
Sprice.com, the world’s leading travel search engine, unveiled the results of Singapore’s first survey aimed at uncovering online travel trends of consumers aged between 20 to 40 years old. Conducted by Sprice.com, key findings from the survey include:
– More respondents turn to the Internet (90%) for travel information and products than checking with travel agencies
– The Internet (91%) is a preferred research tool for travel products over offline mediums
– Within the online space, travel search engines are noted as the preferred tool for online travel research (59%) over mainstream search engines such as Google (28%) and traditional medium like newspapers (12%)
– 90% of the respondents agreed that deals and savings were important factors when booking flights and hotel accommodation
– 80% of the respondents felt that user testimonials is an essential element when searching for travel deals
“Consumers are increasingly focusing on savings and getting the best value for money while relying on web tools to compare deals and prices objectively,” said Vikas Gulati, Vice President of Sprice.com, Asia Pacific. “Voted by PhoCusWright as one of the key markets with the most opportunities for online travel in the region, Singapore boasts of highly discerning and technology savvy travellers. The results from this survey further exemplifies the evolving online trends in the country and the constant need for innovative technologies – like travel search engines – to meet consumer demands and raise the industry’s standard even further.”
Are travel agents losing out?
According to the survey, two out of five respondents access vendor websites directly to purchase travel products. Coupled with the finding that over 90% of those surveyed say they use the Internet as their principal source of travel booking and research, the critical question now is that if traditional travel agents are still relevant today?
Despite consumers’ growing dependence on the Internet, travel agents still play an important role as a consultant in providing the personal touch and dispensing travel advice to consumers. In addition, more and more agencies recognise the value of going online to market and sell their products so they have another platform to reach out to the modern traveller.
Furthermore, user reviews are increasingly important in influencing consumer decisions as well. With 80% of respondents highlighting the importance of this feature, third party endorsements are now seen to be more credible and persuasive compared to marketing collaterals and advertisements.
Platforms such as Sprice.com’s hotel application, allow travellers to upload and share their hotel stay experiences, impressions and photographs. Hotels and other travel providers can take advantage of such platforms to know their customers better and change their marketing as well as pricing strategies to optimise marketshare.
“The current economic downturn has, without a doubt, affected the global travel industry and the survey has shown that travellers today are mostly concerned if they are getting the best deals out there. This is where travel agents also need to ensure that they maintain a credible reputation and build consumer loyalty. Sprice.com is working very closely with over 200 travel partners worldwide, including Asia Pacific, to provide consumers with the most options available to make the best, informed comparison before booking a flight or a hotel room,” said Gulati.
“We are constantly assessing and tweaking our website features to meet the fast-changing needs of consumers as well as our travel partners. We will also continue to investigate the online behaviour of travellers to provide the industry with important insights that will shape the future of online travel.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
