Reached a Plateau, Those Who Plan and Book Trips or
Vacations Online Continues to Climb Rapidly
WASHINGTON, DC -- November 16, 2005 - While the number of Americans using the Internet appears to have reached a plateau, those who plan and book trips or vacations online continues to climb rapidly, according to the Travelers’ Use of the Internet, 2005 Edition, released today by the Travel Industry Association of America (TIA).
The annual report, this year issued jointly with TIA co-sponsor and contributor USDM.net, shows that the Internet continues to grow as a dominant channel for both reaching and transacting with today’s travel consumers. In fact, while growth in the number of U.S. adult travelers using the Internet for any purpose has slowed, the number of online travelers who used the Internet to actually plan and book trips grew significantly this past year.
Survey results indicate a majority of online travelers (78 percent or 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.
Survey findings also indicate that 82 percent of travelers who plan their trips online now also book reservations online. That indicates more than 64 million Americans bought or reserved an airline ticket, hotel room, rental car or package tour online this past year – up from 70 percent in 2004.
“Americans are turning to the Internet to plan and book their trips in greater numbers than ever before and it’s become increasingly obvious that the way we sell and distribute travel has changed forever,” said Dr. Suzanne Cook, TIA’s Senior Vice President of Research. “With the increases in online travel planning, other planning sources have declined, such as traditional travel agents.”
“Our research shows that women now outnumber men online and that women are more likely to plan and book leisure trips,” noted Dr. Cook. “It’s important that travel companies pay attention to that demographic and market themselves accordingly.”
Other trends and data to emerge from the Travelers’ Use of the Internet 2005:
“As this year’s survey results clearly show, consumers are much more responsive to strategic online marketing communications, such as organic search engine returns, than they are to paid media, such as a pop-up or banner ads,” said Jennifer Barbee, President of USDM.net.
“While online media is productive and valuable, travel industry suppliers may want to reconsider their budget allotments for online and traditional media versus online marketing,” Barbee said. “Those savvy enough to invest more travel marketing dollars in a strategic, online marketing campaign could reap much bigger rewards for their destination, hotel, attraction or other travel business.”
About Travel Industry Association of America
|Also See:||2004 is the Year of Recovery the Travel Industry Has been Waiting For; Some Sectors Finally Exceeding 2000 Levels / November 2004|
|TIA Report Shows Number of Americans Using the Internet for Travel Planning Remains Stable at 63.8 million / September 2004|