March 6, 2006

Leisure Travel Data Overview

Consumer Technographics® North America

by Henry H. Harteveldt

with Carrie Johnson, Chloe Stromberg, Brian Tesch

Executive Summary (This is a document excerpt)

Web travel is alive and well — although it continues its ongoing evolution. Brand loyalty remains under siege. Online advertising requires greater finesse. Fortunately, more leisure travelers embrace online booking: 59% of US online leisure travelers are Bookers, and they spend 57% of their budgets online. 2006 looks good as well, with most Web travelers planning to increase the amount of travel planning and buying they do online. To really succeed, though, travel marketers must stop viewing Web travelers as one big amorphous mass and start examining them — and their needs and interests — based on their ages, because traveler behavior, loyalty, and attitudes evolve over a customer's lifetime. Especially noteworthy are travelers over age 55, who now embrace Web travel in a meaningful way. This overview features data from our Consumer Technographics® Q3 2005 North American Travel Online Survey.

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