HOTELMARKETING.COM

Internet high on travel destinations

February 11, 2004 |

Though the number of online travel planners is flattening out, the number of planners who take the next step and actually book something continues to grow.

As Internet adoption plateaus, so does online travel planning. “But even though the number of online travel planners is flattening out too, the number of planners who take the next step and actually book something continues to grow,” Stokes noted.

The survey, conducted during July 2003 of approximately 1,000 adult Internet users who took at least one 50+ mile one-way trip in the past year, found that travel suppliers have achieved some success with e-mail marketing. The research shows that 11 percent of online travelers (or 10 million individuals) claimed to have taken a spontaneous trip that was spurred by an e-mail promotion, discount or offer.

The questions about e-mail and Web site marketing are new to the TIA survey, and Stokes commented on the findings: “I was surprised at the large number of people who say they have registered to receive e-mails or more information from these Web sites, and by the number who said they took a trip they otherwise would not have taken because of an e-mail marketing piece they received.”

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