A research project indicates that direct, personalized incentives increase consumer retention and purchase follow-through.
It is increasingly apparent that travel consumers love the internet when it comes to travel planning and booking, and it's safe to say that online marketers play an influential role in their decisions to book trips online.
The Travel Industry Association of America (TIA) and interactive marketing agency USDM.net recently issued one of the travel industry's most in-depth research surveys focused on the evaluation and measurement of travel consumers' online habits. The annual Travelers' Use of the Internet report shows that the internet continues to grow as a dominant channel for reaching and transacting with today's travel consumers.
While 2005 results show that the number of Americans using the internet (120 million adults) appears to have reached a plateau, those who plan and book trips or vacations online continues to climb rapidly. A majority of these online travelers (78 percent of respondents, translating into 79 million Americans) turned to the internet for travel or destination information in 2005 -- much higher than the 65 percent of online travelers in 2004.
But, every year, users indicate that they're doing more than simple research online. For example, in 2005, survey findings indicate that online travelers are booking more of their travel arrangements via the internet:
• 82 percent of online travelers book online
• 78 percent of online travel bookers do at least half of all their travel booking online
• 34 percent of online travel bookers make all of their travel purchases online.
Post Release
Get Content
Email News Brief
Saved Articles
Advertising
Handheld
XML/RSS
Post News