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Crunching the Numbers:
Detailed Consumer Research to Help You Get Ahead

Economic uncertainty coupled with the proliferation of new devices and platforms, makes it
increasingly important for travel firms to make the right business decisions at the right time.
A recent consumer research survey from EyeforTravel sheds light on some
major trends and potentially lucrative opportunities.

October 25, 2012 - Do your really know who your consumer is? Do you know how you should be targeting them and where the unknown opportunities may lie? In attempting to answer some of these tough questions EyeforTravel undertook a major consumer research project which involved detailed and in depth surveys with top travel brands as well as over 8,400 consumers in the US, Holland, France, Germany and the UK.   In this video we touch on just a few of the highlights of the research, which is both surprising and revealing.  

If you are looking for last-minute opportunities, for example, consider the US where travel bookings late in the day are growing apace.  When it comes to the user-friendliness of websites (important for conversions) it seems there is also work to be done. Interestingly, just 27% of consumers find travel websites easy to use. This could explain why 68% of Dutch consumers still prefer to book direct with a travel supplier. However, given that 57% of Dutch consumers are also influenced by user-generated content this is something for OTAs to be thinking about if they are targeting the Dutch online market.  

We also established where budgets are being channelled. So if web design and optimisation is your thing, you’ll be pleased to know that 55% of intermediaries and 56% of travel suppliers plan to increase their web budgets in the third quarter.  Social media spend is also on the up.

And of course when it comes to mobile devices and tablets, there is everything to play for.  Over 20% of Americans have booked via a mobile device; they are also most likely of the consumers interviewed (25%) to fork out any value of payment via mobile.  The British (16%) followed by the French (13%) are less likely to spend any value of money via mobile. Travel payments tend to be of higher value. So for those that make life simple and user friend, while ensuring consumer trust, there are big gains to be had. 

To find out more, watch the video below  or find out more here.

About EyeforTravel
EyeforTravel is a leading business intelligence provider for the online travel and tourism industry. As well as providing some of the most in-depth research into global online travel markets and trends, EyeforTravel produces a series of senior executive travel conferences on a diverse range of topics including travel distribution, online marketing, social media, mobile and revenue management.  For more information visit


Marco Saio
Global Events Director
London, UK: +44 (0)207 375 7219
US Toll Free: 800-814-3459 (Ext: 7219)

Rosie Akenhead
Director of Events & Industry Analysis, EyeforTravel
London, UK +44 (0)207 375 7229
US Toll Free: 800 814 3459 (Ext. 7229)

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Also See: Leaving Las Vegas with the ‘Innovation’ Crown - iRates Emerges the Winner of EyeforTravel's Innovator Award / September 2012

Innovation in Action: Meet 5 new companies battling it out for the EyeforTravel innovation crown in 2013 / September 2012

The Heat is On: Five Online Travel Trends Set to Explode / September 2012

A Terrific Opportunity: Your Customers on the Go with New Search Tools / August 2012

Act Global and Think Local: How Not to Get Lost in Translation / August 2012

The Rising Mobile Tide: Five Trends for 2012-2013; Putting in place a mobile strategy is no longer a nice-to-have, it is the essential weapon in a fast-paced and competitive sector. identifies some emerging themes / August 2012

A Tough Job: Targeting the Fickle and Attention-Deprived Travel Consumer / Ritesh Gupta / July 2012

Revenue Management Must Overcome Several Challenges to Create a Bigger Impact / Ritesh Gupta / July 2012

Orbitz's Storm in a Teacup and Lessons Learned / Ritesh Gupta & Pamela Whitby / July 2012

Do's and Don'ts for Travel Campaigns on Facebook / Ritesh Gupta / February 2012

Devising Travel Marketing Strategies Based on the Strength of the Devices / Ritesh Gupta / February 2012

Meeting the Expectations of Last Minute Mobile Bookers; Customer Expectations are Driving Changes in the Online Travel Business / Ritesh Gupta / January 2012

Why 2012 is Going to be 'The Year of SoLoMo' (Social, local, and mobile) / Ritesh Gupta / January 2012

Understanding How to Measure Social Media: An Interview with Barbara Pezzi, Director of Analytics & Search Optimization, Fairmont Raffles Hotels International / December 2011

Travel & Hospitality Brands Need to Make Mobile a Top Priority for 2012 / December 2011

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