August 4, 2008

US And Canadian Online Business Travelers: What's The Difference?

Profiling Business Travelers' Demographics, Online Behavior, And Device Ownership

This is the second document in the "Business Traveler" series.

by Henry H. Harteveldt, Elizabeth Stark

with Kate van Geldern

Executive Summary (This is a document excerpt)

Because the percent of online adults who travel for business in the US and Canada is so similar — 29% and 28%, respectively — Forrester took a closer look at their similarities and differences to help travel eBusiness professionals successfully serve these audiences. Although US and Canadian online business travelers are similar in many ways — gender, age, travel behavior, and more — distinct differences exist. For example, US online business travelers are more likely to own laptops and smartphones. In contrast, Canadian online business travelers are more likely to visit and update or maintain profiles on social networking sites — especially Facebook. To succeed, travel eBusiness and channel strategy professionals should focus on content, provide more business-travel-related context, and plan Canadian-specific eBusiness channel solutions.

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