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August 4, 2008 US And Canadian Online Business Travelers: What's The Difference?Profiling Business Travelers' Demographics, Online Behavior, And Device Ownershipby Henry H. Harteveldt, Elizabeth Stark with Kate van Geldern |
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Executive Summary
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.
This is an excerpt
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