JupiterResearch announced that recent research finds online travel consumers compare airfares at an average of 3.2 Web sites and hotel rates at an average of 3.0 Web sites.
Though some industry observers claim consumers are overwhelmed by the experience of searching online, the majority of online travel consumers feel empowered by their online travel research.
These findings are included in JupiterResearch's newly published reports entitled "U.S. Travel Consumer Survey 2005" and "Online Air Travelers: Understanding Consumers' Online Research Intensity and Empowerment." Some of the findings of the studies include the following:
• JupiterResearch identified four consumer segments based on attitude and research behavior. The largest group is empowered online users who research intensely: 37% of online airfare travel consumers report enjoying the challenge of travel research and visit three or more Web sites per travel product. A further 20% of online airfare travel consumers report feeling empowered by researching flights online, although they only visit one or two Web sites to research airfares.
• At 17%, general search engines have surpassed other media channels in driving consumers to a particular Web site when researching their most recent trip.
• Obtaining frequent flyer points is one of the most important factors motivating online travelers to purchase flights directly through airline Web sites.
"It would be inaccurate to interpret shopping around as a reflection of frustration among all online travelers," said Diane Clarkson, Analyst at JupiterResearch. "In fact, comparison shopping reflects a significant empowerment among the majority of online travel consumers and online travel providers should continue to invest in tools that appeal to savvy travel shoppers," added Clarkson.
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