Executive Summary (This is a document excerpt)

In a soft market, travel eBusiness professionals will succeed only if they first master the essentials: knowing what categories of destinations US online leisure travelers visit and the types of trips they research online. The most popular destination categories, such as cities and beaches, are not necessarily the most likely to be researched online. Instead, the Internet plays a larger role for niche destinations like spa and ski vacations. Of the many reasons for taking a leisure trip, travelers will turn to the Web for trips that involve more consideration, such as family vacations and romantic getaways, versus casual trips, such as visiting friends and relatives. Travel eBusiness professionals can use these insights to direct online site features like trip-type navigation, keyword search, and social tagging.

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