Hotel Online  Special Report

Online Consumer Research Panel Gives Industry
Marketers Insight on e-Travelers


July 25, 2006 - For the third consecutive year, travel consumers who frequently use the internet to plan and research travel will assist industry technology marketing professionals at the e-Marketing Insight Conference: Travel and Tourism Trends (, being held August 24 and 25 in Chicago, IL.

The recent survey, featuring an exclusive panel of travel consumers, has reveled new attitudes and opinions toward online travel planning.  The panel answered several questions from an online survey covering topics that ranged from web searches to e-mail newsletter subscriptions.   Through the survey results, we learned more about how e-travelers searched for travel venues online, what motivates the choices they make and how they perceive e-mail and web promotions

The entire survey will be presented at the 2006 e-Marketing Insight Conference: Travel and Tourism Trends (  Here is a sampling of the results:

  • The majority of online planning is taking place less than one month prior to arrival - 31% of e-travelers began planning their last overnight trip or getaway four weeks prior to arrival 
  • Online travelers are becoming more efficient in the travel planning process - 24% of online planners took less than an hour to plan their last overnight trip or getaway in 2006 compared to 31% in 2005
  • Search engines are still dominate, but destination sites are gaining ground - A majority of online travel planners still rely on search engines as the most frequently used web sites when researching travel, but destination web sites are beginning to capture a larger share of traffic with an 11% increase over 2005
  • Consumers know where they are going, but they are looking for things to do - 73% of all consumers began their planning session with a specific destination already selected, but did not have any specific activities planned
  • e-Travelers are requesting more travel information from their favorite destinations, attractions, hotels and resorts - 61% of online travel planners say they have subscribed to an e-newsletter when visiting a travel web site and 72% of those subscribers listed the reason as “wanting to keep updated on a particular destination, attraction, hotel and resort”
Based on this snap shot of data, we can see that consumers are continuing to respond well to the e-marketing concept in terms of requesting and receiving travel information electronically.  The short fall may come in terms of measuring the consumer’s wants, managing their expectations and responding to their needs in an effective manner.

“Each time we do this, we learn more about the e-traveler and the evolving process they go through when researching travel information and content,” said Dave Serino, e-Strategist for Gammet Interactive( and conference founder.  “Collecting this type of data gives us an opportunity to identify any emerging trends relating to the travel and tourism industry.  We are then in an excellent position to pass that insight on to travel marketers who can quickly and effectively apply it to their existing programs.”

Unlike other educational conferences currently offered to technology marketers, the e-Marketing Insight Conference ( is developed specifically for the travel and tourism industry. Along with the research and survey results, the program will cover all aspects of online marketing and includes the following areas of interest:  e-mail marketing, web site design and navigation, organic and paid search engine marketing, online advertising networks, and new promotional technologies like blogging, RSS and podcasting. 

Serino, who is the lead presenter and organizer, has more than 16 years of hospitality and tourism marketing experience.  He will be joined by renowned tourism industry consultant, author and speaker, Bill Geist of Zeitgeist Consulting (;  award winning destination electronic marketer and researcher, David Bratton of Destination Analysts (; and highly recognized destination web site designer, Jim Rudny of JRudny Web Design (

All of this real-world internet marketing knowledge, and exclusive networking opportunities, will be offered for an affordable price of $429 per attendee. Based on past attendee feedback, registration will be limited to 30 attendees to optimize interaction and idea sharing. For registration information visit the conference web site at   or call 1-866-878-8824.  Registration deadline is August 2 or when all 30 seats are filled.

If you can’t attend the conference, but are interested in receiving an executive summary of our travel industry interactive marketing survey, please complete the 12-minute survey here. (  After submitting your data, you will receive an executive summary this fall. 

e-Marketing Insight Conference is sponsored by –; JRudny Web Design –; DMOU – ; Destination Analysts - and is presented by Gammet Interactive –

Please see the conference web site for the entire two day schedule and additional information –

For more on this event, Gammet Interactive or technology marketing within the travel and tourism industry, please contact David Serino of Gammet Interactive via e-mail - - or directly via phone 734-878-8800.


Gammet Interactive
David Serino
Voice: 734-878-8800
Toll Free: 866-878-8824
Fax: 734-873-5906

Also See: New Consumer Research To Be Presented at Aug. 24 - 25 Tourism e-Marketing Conference in Chicago / June 2006
Web Savvy Consumers Help Industry Marketers Gain Insight on e-Mail Marketing / June 2005
Insight on e-Mail Marketing Programs Offered to Tourism Industry / May 2005

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