HOTELMARKETING.COM

Survey: Internet most influential channel when selecting a hotel

May 18, 2006 |

Online accommodation provider HotelClub released findings of its global consumer survey conducted from November 2005 - January 2006. 93.7% of respondents indicated that they book travel online either through hotel or airline websites (59.7%) or online travel agent (34%).

Online accommodation provider, HotelClub released today the findings of its global consumer survey conducted from November 2005 – January 2006.

The survey received 74,788 responses. Consumers were asked a series of questions about their travel habits including travel frequency, influences in selecting a hotel, preferred booking method, influences for travel purchase decision and online purchases.

The key results from the survey# include:

- 93.7% of respondents indicated that they book travel online either through hotel or airline websites (59.7%) or online travel agent (34%).

- Internet is the most influential channel used to make travel purchase decisions with 55.7% of respondents indicating they use the internet for research on the travel purchase, followed by TV (11.9%), and magazines (8.6%).

- The two most popular travel related products to be purchased online (over a 12 month period) were flights (75.6%) and accommodation (73.2%).

- 75% of respondents prefer 4 and 5 star hotels, with 55% of respondents electing to stay in 4 star hotels.

- Leading factors influencing the respondents’ hotel selections were location (39.7%), price (21.3%) and facilities (13.1%).

- 32.8% of respondents travel within the Oceanic Region 2-4 times per year.

- 40.2% of respondents travel outside the Oceanic Region once per year with the Top 5 overseas destinations preferred USA, Italy, Fiji, United Kingdom and Thailand.

The HotelClub survey results are above industry expectations by 19%. A recent study from PhoCusWright indicated that 74% of purchases were made by consumers using supplier websites with a large portion of this percentage (61%) dominated by airline suppliers. The Internet has empowered online travellers to use technology to assist them throughout the purchase process.

“These results are truly outstanding - Consumers are embracing the Internet to make an informed travel purchase decision. Consumers recognise that a great accommodation or flight deal can be found on the internet, with the level of quality they desire,” said Chloe Lim, Director of Global Marketing, HotelClub.

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