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Published by: Prophis Research and Consulting, Inc.
Published: Mar. 7, 2007 - 33 Pages
Table of Contents
1 Introduction
2 Online Adult Population and Travel
3 Online Travel Suppliers Awareness, Usage, and Purchase
3.1 Mindshare (Awareness)
3.2 Information Gathering - Travel Site Visitation
3.3 Purchase Behavior
4 Searching for Travel Services over the Internet
4.1 Getting the Online Search Started
4.2 Methods for Expanding Consideration Set of Internet
Travel Suppliers
4.3 Search Engine Usage
4.4 Time Spent for Online Travel Search
5 Converting Lookers to Bookers for “Unknown” Travel Suppliers
6 Getting Beyond Non-Priced Based Differentiation
Barriers to Internet Travel Service Use
Figure Index
Figure 1: Percentage of US adults with Internet access having engaged in selected travel related behaviors in the past 12 months. Findings based on September 2006 survey of US adults with Internet access, n=770.
Figure 2: Customers' awareness of different full service Internet travel sites. Percent indicating prompted awareness of selected supplier. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 3: Customers' awareness of different meta-search Internet travel sites. Percent indicating prompted awareness of selected supplier. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 4: Customers’ awareness of different air carrier Internet travel sites. Percent indicating prompted awareness of selected supplier. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 5: Visitation of full service Internet travel sites in the past 12 months. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 6: Visitation conversion for full service Internet travel sites in the past 12 months. Percentage of respondents aware of a given supplier who also visited that site in the past 12 months. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 7: Visitation of meta-search Internet travel sites in the past 12 months. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 8: Visitation conversion for meta-search Internet travel sites in the past 12 months. Percentage of respondents aware of a given supplier who also visited that site in the past 12 months. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 9: Visitation of air carrier Internet travel sites in the past 12 months. Percentage of respondents visiting a travel website of given supplier in the past year. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 10: Visitation conversion for air carrier Internet travel sites in the past 12 months. Percentage of respondents aware of a given supplier visiting that site in the past year. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 11: Travel purchase from full service Internet travel sites in the past 12 months. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 12: Purchase conversion for full service Internet travel sites. Percentage of respondents aware of a given supplier who purchased travel from that supplier in the past 12 months. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 13: Travel purchase from air carrier Internet travel sites in the past 12 months. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 14: Purchase convers for air carrier Internet travel sites. Percentage of respondents aware of a given supplier who purchased travel from that supplier in the past 12 months. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=469.
Figure 15: Website that is typically used first when considering personal travel. Findings based on September 2006 survey of online US adults who obtained information from Internet travel websites in past 12 months, n=257.
Figure 16: Methods used to expand consideration set or repertoire of Internet travel suppliers. Multiple responses permitted. Findings based on September 2006 survey of online US adults who obtained information from Internet travel websites in past 12 months, n=257.
Figure 17: Percentage of respondents using a search engine. Findings based on September 2006 survey of online US adults who used a search engine to find travel websites in past 12 months, n=215.
Figure 18: Search terms used by customers when searching for travel services on the web. Findings based on September 2006 survey of online US adults who used a search engine to find travel websites in past 12 months, n=208.
Figure 19: Percentage of customers clicking on paid versus non-paid URL content to expand travel search consideration set or repertoire. Findings based on September 2006 survey of online US adults who clicked on links after getting search engine results for travel search, n=214.
Figure 20: Number of Internet sources consulted by customers when searching for personal travel services on the Internet. Findings based on September 2006 survey of online US adults who obtained information from Internet travel websites in past 12 months, n=259.
Figure 21: Length of time customers spent for Internet research before booking a travel. Findings based on September 2006 survey of online US adults who obtained information from Internet travel websites in past 12 months, n=259.
Figure 22: Total time in hours spent by customers on the Internet for researching their personal travel. Findings based on September 2006 survey of online US adults who obtained information from Internet travel websites in past 12 months, n=259.
Figure 23: Specific aspects that would make customers more likely to book travel with an Internet travel service which they found about recently. Findings based on September 2006 survey of online US adults who would not consider booking travel through a website they had only only heard about recently, n=417.
Figure 24: Different aspects that would make lower and higher value customers more likely to book with an ‘unknown’ travel service. Findings based on September 2006 survey of online US adults who would not consider booking travel through a website they had only only heard about recently, n=417.
Figure 25: Specific aspects that would make customers more likely to book with an Internet travel service that is a non-price differentiator. Findings based on September 2006 survey of online US adults who traveled or looked for travel services in past 12 months, n=463.
Figure 26: Customers’ reasons for not using Internet travel service options for information gathering or booking by different traveler types. Multiple responses permitted. Findings based on September 2006 survey of online US adults who did not travel or look for travel services on the Internet in past 12 months, n=492. AbstractThis report is an invaluable tool-box of findings and insights that provides travel industry marketers and managers actionable background information about the steps that US adults take from information gathering through to purchase decisions regarding personal travel over the Internet. This report outlines original and proprietary research undertaken by Prophis Research, which was conducted in order to better understand how travelers are adopting and adapting use of the Internet in making travel decisions and purchase.
This report looks in depth at awareness, visitation, and purchase for 28 internet travel service providers in the full-service, meta-search, and airlines categories. Special attention is given to the methods that travelers use to expand their travel search activities, on strategies providers can adopt to better compete in price and non-price bases, and advice is given for how relatively unknown travel providers can succeed against better known competition.
The survey is based on a sample of 770 US adults randomly chosen from Prophis Research's consumer panel of US adults with Internet access. It was conducted in September 2006. Where necessary, survey data were weighted to match the age and gender breakdown of the US population with Internet access.
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