These were key takeaways offered by Peter Yesawich, chairman and CEO of Ypartnership, during his keynote address to some 500 travel agents at the 27th Annual Travel Trade Show. Yesawich gave an overview of the National Travel Monitor, the yearly survey conducted by the Ypartnership that tracks the travel habits, preferences and intentions of Americans.

Technology and social values are the biggest influencers of American travelers, said Yesawich. Technology is especially influential with 61% of active travelers saying they use the Internet exclusively for travel research. In the 2009 Monitor, 56% of travelers said they book their travel online as well.

The ability to check the lowest prices is the most important feature on a travel Web site for 87% of Monitor respondents, as it has been for the past 12 years. An easy to use booking feature (74%) is another important feature of a travel Web site. Features like the ability to look at photographs, or share content with others are significantly less important to active American travelers.

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