For Travel Professionals

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	September 12, 2006 The Mainstreaming Of The Web Traveler An Excerpt From "The State Of Consumers And Technology: Benchmark 2006" by Henry H. Harteveldt with Sarah Rotman Epps, Brian Tesch, Tenley McHarg

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Executive Summary

Web travelers now make up 79% of the US travel population, and 55% of them buy leisure travel online. Slightly more mainstream than in 2003, today's Booker is more tightly linked to technology. For travel companies, this means better planning and shopping tools, rich media, and Social Computing to appeal to more emotionally or socially motivated travelers will be increasingly important. As travelers age they are more likely to buy direct from suppliers. Two in five Seniors buy travel online now, and this will grow as Older Boomers start turning 65 in 2010. Agency sites must offer unique products or lose more market share to suppliers.

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