December 5, 2007

Who Creates Travel Web Site Profiles Online?

by Henry H. Harteveldt

with Elizabeth Stark, Scott Wright

Executive Summary (This is a document excerpt)

As online travel enters its adolescence, travel Web site operators face the challenge of increasing the number of people who register a user profile. Currently, 47% of US online leisure travelers — equal to 58 million US adults — say that they've created profiles with travel Web sites. These travelers are a very attractive group. Compared with travelers who haven't created a travel site profile, profile creators are more comfortable with technology, more likely to buy travel online, and more open to quality travel experiences. Most travel site profiles are as bland as beige, collecting little more than name, address, and a credit card number. To appeal to the nearly 66 million US online travelers who haven't created a profile on a travel site, offer tangible benefits — not just bonus points — limited to people who create a profile. Take advantage of the profile to collect relevant customer insight that will enable you to offer more appealing shopping options and improve your eBusiness and channel strategy.

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