Use of Online for Travel Information and Purchasing

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					Use of Online for Travel Information and Purchasing
We surveyed a total of 300 consumers that use the web to research travelrelated products, services and information • A custom survey instrument (questionnaire) was developed to measure respondents’ use of the web, and search engines in particular, for researching and purchasing Travel Products and Services The survey was conducted online, through a web-based interviewing process, in March 2005 Our sample is evenly distributed across all age groups and genders Respondents were recruited through a variety of methods: web advertising, permission-based databases, public relations, telephone recruitment, partner-recruited panels, and alliances with heavily trafficked portals The survey was designed and administered by Global Market Insite (GMI) and Media-Screen, an independent strategic market research firm
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Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005)

Use of Online for Travel Information and Purchasing
Executive Summary
• • Nearly three-quarters (74%) of all respondents have used a search engine when researching/purchasing travel products or services online Search engine usage: • • • Almost three-fourths (70%) of Google users report using a search engine for more than half of their travel-related research Most Google users use a search engine to help them compare prices (81%) and/or conduct research for travel products or services (80%) A larger majority of Google users access travel information using a search engine (85%) than by typing in a web address (69%)

The vast majority (82%) of these respondents use Google to search for these products Three quarters (76%) of Google users say search engines are very/somewhat important for making travel purchase decisions Across all resources – online and offline – search engines are the most popular resource for Google users for researching/purchasing travel products, services and information
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (March 2005) 2

Use of Online for Travel Information and Purchasing
The vast majority of Google users have compared prices (89%) and/or researched (88%) a travel product or service online
100% 90% 80% 71% 70% 60% 50% 40% 30% 20% 13% 10% 1% 0% Compared prices of a travel product or service Research a travel product or service Purchased a travel Made a reservation product or service for a travel product or service Bid in an auction for Read a review/opinion of a a travel product or service travel product or service Other 68% 61% 89% 88%

N=183

Have you ever done any of the following online? Please select all that apply.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 3

Use of Online for Travel Information and Purchasing
The vast majority of Google users researched/purchased hotel (83%) and/or airline (79%) information/products and services online

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

83%

79%

56% 46% 39% 31% 22% 19% 15% 14%

12%

12% 2%

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N=183

You indicated that you have researched and/ or purchased a travel product, service or information online. What kinds of travel products, services or information did you research or purchase? Select all that apply.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 4

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Use of Online for Travel Information and Purchasing
Nearly three-quarters (74%) of all respondents have used a search engine when researching/purchasing travel products or services online
All Respondents

26%

Yes No

74%

N=300 Do you ever use a search engine (such as Google, Yahoo, or Ask Jeeves) when you research or purchase travel product or service online?
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 5

Use of Online for Travel Information and Purchasing
Used by 82% of all respondents, Google is the most popular search engine for researching Travel Products & Services
All Respondents
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Google Yahoo MSN AskJeeves AOL Other 32% 18% 14% 8% 60% 82%

N=222 Which of the following search engines do you use? Please select all that apply.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 6

Use of Online for Travel Information and Purchasing
In addition to search engines, a great majority (87%) of Google users also use Travel sites (Expedia, Travelocity, etc.) when looking for travel information

100% 90% 80% 70% 61% 60% 50% 40% 30% 20% 10% 0%
Travel site Airline site Hotel site Car rental site Cruise site Travel review and recommendation sites Travel search sites Tour operators Other

87% 74%

42%

22% 17% 14% 6% 3%

N=183

In addition to search engines, what other kinds of sites do you use when looking for travel information online? Please select all that apply.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 7

Use of Online for Travel Information and Purchasing
A larger majority of Google users access travel information sites using a search engine (85%) than by typing in a web address (69%)

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

85% 69%

2% Use a search engine Type in the web address Other

N=179 When you want to go to a certain site for travel information online, how do you get there? Select all that apply
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 8

Use of Online for Travel Information and Purchasing
Most Google users use a search engine to help them compare prices (81%) and/or conduct research for travel products or services (80%)
90% 81% 80% 70% 60% 50% 50% 40% 30% 20% 10% 0% Compare prices of travel products or services Research travel products or services Purchase travel products or services Read review/opinions of Make reservations for travel products or travel products or services services Bid in auctions for travel products or services Other 5% 2% 48% 47% 80%

N=183

Which of the following activities do you use a search engine to help you do? Select all that apply:
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 9

Use of Online for Travel Information and Purchasing
Nearly three-quarters (74%) of Google users used a search engine to locate airline sites, while 73% located hotel sites

80%

74%

73%

70%

60% 50%

56%

41% 40% 37%

30%

26%

25% 16% 13% 10% 8% 8% 2%

20% 10%

0% Airlines Hotels Specific Destinations Car Rentals Vacation Packages Cruises Vacation Rentals Luxury Vacations Specialty Vacations Business Travel Tour Operators Local Travel Agent Other

N=183

You indicated that you use a search engine to find a certain site for travel information online. For which of the following travel products or services have you used a search engine to help you locate appropriate sites? Select all that apply.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 10

Use of Online for Travel Information and Purchasing
For airline sites, more than half of Google users used a search engine to locate Travelocity (57%), CheapTickets (54%), Expedia (51%), and/or Orbitz (51%)
60% 57% 54% 50% 51% 51% 46% 44% 43% 43% 39%

40%

30%

27%

26%

25% 18% 15% 13% 10% 10% 9% 7% 7% 6% 5% 7%

20%

10%

0%
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N=136

You indicated that you have used a search engine to find airline sites. Please tell us which sites you have used a search engine to find. Select all that apply.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 11

Use of Online for Travel Information and Purchasing
When locating hotel sites, nearly half of Google users used a search engine to find Travelocity (47%), Holiday Inn (44%) and/or Expedia (42%)

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

47% 44% 42% 39% 37% 36% 36%

29% 29% 27% 26% 22% 22% 20% 20% 19% 18% 17% 17% 14% 14% 14% 13% 9% 8% 8% 7% 8% 6% 6% 5% 4% 3%

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N=133 You indicated that you have used a search engine to find hotel sites. Please tell us which sites you have used a search engine to find. Select all that apply.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 12

Use of Online for Travel Information and Purchasing
More than half (55%) of Google users used search engines to find Budget. 49% used search engines to find Hertz when looking for car rental sites
60% 50% 40% 30% 20% 10% 0% 55% 49% 45% 43% 43% 41% 37% 33% 31% 31% 31% 29%

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N=75 You indicated that you have used a search engine to find car rental sites. Please tell us which sites you have used a search engine to find. Select all that apply
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 13

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Use of Online for Travel Information and Purchasing
A majority of Google users used a search engine to find Carnival (66%) and/or Royal Caribbean (60%) when looking for cruise sites
70% 60% 50% 40% 30% 20% 10% 0% 43% 36% 36% 30% 30% 28% 28% 28% 26% 21% 21% 13% 4% 2% 66% 60%

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N=47 You indicated that you have used a search engine to find cruise sites. Please tell us which cruise lines for which you have conducted research. Select all that apply
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 14

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Use of Online for Travel Information and Purchasing
Three-quarters (75%) of Google users used a search engine to locate Expedia while 71% found Travelocity when looking for vacation packages
80% 70% 60% 60% 50% 40% 30% 20% 10% 0% Expedia Travelocity Orbitz Priceline CheapTickets Hotwire Other 6% 38% 35% 53% 75% 71%

N=68 You indicated that you have used a search engine to find vacation packages. Please tell us which sites you have used a search engine to find. Select all that apply.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 15

Use of Online for Travel Information and Purchasing
Three-quarters (76%) of Google users say search engines are very/somewhat important for making travel purchase decisions

3% 3% 19% 35% Very important Somewhat important Neither important nor unimportant Somewhat unimportant Not at all important 41%

N=183 You indicated you used a search engine to help find travel products or services. How important was using a search engine in making your purchase decision?
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 16

Use of Online for Travel Information and Purchasing
Almost three-fourths (70%) of Google users report using a search engine for more than half of their travel-related research

10%

2% 34%

More than 75% 51 to 75% 26-50% 10 to 25% Less than 10%

19%

36%

N=183 Thinking of all your travel-related research as 100%, approximately what percent of your travel-related research involved using a search engine?
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 17

Use of Online for Travel Information and Purchasing
Almost three-fourths (70%) of Google users have made travel-related purchases online, at either specific airline, hotel, or rental car sites or general travel sites
Online at a specific airline, hotel or rental car site 38% Online at a general travel site Offline by booking an airline/hotel over the phone or in person 32% Offline by booking with a travel agent

9%

21%

N=183 Thinking of all your travel-related purchases as 100%, what percent of those purchases have you made using each of the following methods? Your answers must add up to 100%.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 18

Use of Online for Travel Information and Purchasing
Across all resources – online and offline – search engines are the most popular resource for Google users for researching/purchasing travel products, services and information
90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Search engine Travel booking sites Travel brand site Telephone airline, hotel or car rental New spaper Travel guide books Travel magazines Travel information w eb sites Travel agent Travel search Travel review Tour operator engine site sites Other 33% 59% 52% 85% 74%

30%

28% 23% 23% 19% 18% 6%

4%

N=183 Thinking of all resources – including online and offline resources – which of the following resources do you use to research and/or purchase travel products, services and information? Please select all that apply
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 19

Use of Online for Travel Information and Purchasing
For researching destination options, travel booking sites are the first choice for 43% of Google users, while search engines are the first choice for 32% of Google users
1st Choice Ranking 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
Travel booking sites Search Engine Travel Travel information Magazines w eb sites Travel Agent Travel Travel brand site review site Travel Guide Books Tour operator sites New spaper Telephone airline, hotel or car rental directly Travel Search Engine Other 15% 11% 10% 9% 9% 8% 8% 5% 3% 32% 25% 43%

23%

N=183

Imagine you are thinking about going on vacation but do not have a specific destination in mind. Where do you go to research your options? RANK THEM based on how much you would rely on them to help you.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 20

Use of Online for Travel Information and Purchasing
One-third (33%) of Google users say search engines would be their second choice for researching destination options
2nd Choice Ranking

35% 30% 25% 20% 15% 10% 5% 0%

33%

23%

23%

22%

21%

23% 21% 19% 19% 15% 12% 9% 6%

Search Engine

Tour operator sites

Newspaper

Travel Travel review site information web sites

Travel Search Engine

Travel Magazines

Travel booking sites

Travel brand site

Travel Guide Books

Telephone airline, hotel or car rental directly

Travel Agent

Other

N=183
Imagine you are thinking about going on vacation but do not have a specific destination in mind. Where do you go to research your options? RANK THEM based on how much you would rely on them to help you.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 21

Use of Online for Travel Information and Purchasing
Search engines are less popular for comparing choices and prices. Still, 22% of Google users say search engines are their first choice for comparing choices and prices
1st Choice Ranking

70% 60% 60% 50% 40% 30% 20% 10% 0%
Travel Booking Sites Search engine Travel brand sites Travel search engine Travel Telephone Travel agent review sites airline, hotel or car rental directly Tour operator sites Travel Travel information magazines web sites Newspaper Travel guide books Other

22% 15% 13% 11% 10% 9% 9% 5%

20% 4%

0%

0%

N=183 Now, imagine you have decided where you want to go but need to compare choices and prices. Which of the following resources do you use? Please rank five (5) of the resources below based on how much you would rely on them to help you.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 22

Use of Online for Travel Information and Purchasing
One-third (32%) of Google users say search engines would be their second choice for comparing choices and prices

2nd Choice Ranking
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Search engine Travel brand sites Travel information w eb sites Travel Booking Sites New spaper Travel review sites Travel agent Travel search Travel guide Telephone to Tour operator sites engine books call an airline, hotel or car rental directly Travel magazines Other 9% 8% 32% 32% 25% 23% 23% 19% 40%

6%

6%

5%

2%

N=183 Now, imagine you have decided where you want to go but need to compare choices and prices. Which of the following resources do you use? Please rank five (5) of the resources below based on how much you would rely on them to help you.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 23

Use of Online for Travel Information and Purchasing
For purchasing a travel vacation, travel booking sites are the first choice for 48% of Google users, while search engines are the first choice for 24% of Google users
1st Choice Ranking 60% 50% 40% 30% 20% 10% 0% Travel Booking Sites Travel brand Telephone Travel agent sites to call an airline, hotel or car rental directly Search engine Tour operator sites Travel search engine Travel Travel information magazines web sites Newspaper Travel Travel guide review sites books Other 24% 21% 25% 19% 14% 7% 7% 7% 3% 3% 2% 0% 48%

N=183 Now, imagine you are about to purchase your travel vacation. Which of the following resources do you use? Please rank five (5) of the resources below based on how much you would rely on them to help you.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 24

Use of Online for Travel Information and Purchasing
23% of Google users say search engines would be their second choice for purchasing travel vacations, behind travel brand sites (31%) and travel booking sites (24%)
2nd Choice Ranking 35%
31%

30% 25% 20% 15% 10% 5% 0%
Travel brand Travel sites Booking Sites Search engine Travel information w eb sites Telephone airline, hotel or car rental directly Travel agent Travel review sites New spaper Travel guide Travel search Tour operator books engine sites Travel magazines Other 13% 13% 12% 10% 10% 7% 6% 24% 25% 23% 21% 21%

N=183 Now, imagine you are about to purchase your travel vacation. Which of the following resources do you use? Please rank five (5) of the resources below based on how much you would rely on them to help you.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 25

Use of Online for Travel Information and Purchasing
The sample of Google users is evenly divided between men and women

51%

49%

Male Female

Please indicate your gender.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005)

N=183

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Use of Online for Travel Information and Purchasing
Our sample of Google users is evenly divided across age groups

10% 9%

16%

18-24 25-29 30-34 10% 35-39 40-44 45-49 8% 50-54 55-60

8%

11% 8% 12% 8%

61-64 65+

Please indicate your age.
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005)

N=183

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Use of Online for Travel Information and Purchasing
41% of participating Google users have annual household incomes of $50K to $125K
Less than $15,000 1% 8% 9% 7% $15,000 to $24,999 $25,000 to $34,999 $35,000 to $49,999 $50,000 to $74,999 13% 11% 15% 21% $75,000 to $99,999 $100,000 to $124,999 $125,000 to $149,999 $150,000 to $199,999 $200,000 to $249,999 $250,000 or more Decline to answer

1% 2% 3% 9%

N=183 Which of the following income categories best describes your total 2004 household income before taxes?
Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005) 28


				
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