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	May 9, 2008 The US Recession's Impact On Travel eBusiness Consumers Will Increase Their Price Focus Just When The Industry Can't Afford It by Henry H. Harteveldt with Carrie Johnson, Elizabeth Stark, Brendan McGowan

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Executive Summary

Forrester first published a report outlining US online travelers' attitudes about the economy in December 2007. New Forrester data shows that in just five months' time, US online travelers' opinions reflect increased concern about their future financial outlooks. As a result, nearly three in 10 travelers are considering cutting back on their travel spending, and one in four is thinking about taking fewer trips. Online-only pricing, theme-based search, better merchandising execution, and increased emphasis on packaging options are strategies that travel eBusiness professionals should consider implementing to battle tightening wallets.

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