For eBusiness & Channel Strategy Professionals

Hotels Will Rely On The Web To Survive 2010

by Henry H. Harteveldt, November 3, 2009

The global financial crisis hit the hotel industry particularly hard in 2009. A survey of 27 hotel professionals shows an expectation that business will have to be "bought" with low pricing for the balance of 2009, but cautious optimism exists for room . . .

For eBusiness & Channel Strategy Professionals

The Online Travel Brands That Win With US Leisure Travelers

Expedia, Priceline, And Hotels.com Stand Out As Favorites

by Henry H. Harteveldt, Elizabeth Stark, October 21, 2009

Forrester data shows that 56% of US online leisure travelers research travel using online travel agencies (OTAs), 34% use discount travel sites like Hotwire, and 18% use metasearch sites like Kayak.com. When we asked leisure travelers what sets online . . .

For eBusiness & Channel Strategy Professionals

Poor Content Could Cost Travel eBusiness Money

Hotels Are Particularly Vulnerable Due To Inadequate Online Content

by Henry H. Harteveldt, Elizabeth Stark, September 8, 2009

Online travel content is in true need of a makeover. What written and visual content there is on travel sites — in particular, hotel supplier Web sites — is generic, poorly organized, and confusing. Travelers have had enough: Just half of US online leisure . . .

For eBusiness & Channel Strategy Professionals

Using Digital Channels To Calm The Angry Traveler

by Henry H. Harteveldt, August 4, 2009

Travelers are fed up. There are 15% fewer travelers who enjoy using the Web in 2009 than there were in 2007. Just one in three US online travelers feels that travel Web sites do a good job presenting travel choices, down from 39% in 2008. Travelers feel . . .

For eBusiness & Channel Strategy Professionals

Who's Traveling Internationally In This Economy?

The Demographics, Travel Behavior, And Economic Views Of US Long-Haul International Leisure Travelers — And How To Use eBusiness To Succeed

by Henry H. Harteveldt, Elizabeth Stark, May 20, 2009

Despite the current tumultuous US economy, more than 24 million US online leisure travelers traveled internationally in 2008. These travelers are relatively young, quality-focused, and highly engaged with technology and travel when compared with travelers . . .

For eBusiness & Channel Strategy Professionals

US Leisure Travel Sale Seekers Are On The Rise

Travelers Seeking Deals And Discounts Online Have Increased 55% Since Q4 2007

by Henry H. Harteveldt, Elizabeth Stark, March 30, 2009

The effects of the US recession are painfully visible in the increase in leisure travelers looking for travel deals and discounts online. Sale Seekers — US online leisure travelers who use sales and specials sites like TravelZoo to research leisure travel . . .

For eBusiness & Channel Strategy Professionals

This Ugly Recession: Higher-Income US Online Travelers And Their Planned Travel Cutbacks

The Top 30% Of US Online Travelers Account For 45% Of Leisure Travel Spending

by Henry H. Harteveldt, March 5, 2009

Higher-income US online travelers — i.e., people who report household incomes of $100,000 or more per year — represent nearly 30% of all travelers but 45% of total US estimated leisure travel spending. Normally, this group is less affected by economic . . .

For eBusiness & Channel Strategy Professionals

US Online Travel Forecast, 2008 To 2013

Online Sales To Grow 5% In 2009, Despite Weaker Overall Industry Revenues

by Henry H. Harteveldt, January 20, 2009

2009 will be another tumultuous year for the US travel industry. Difficult-to-get financing, higher unemployment, tightened corporate travel budgets, and a financially paralyzed consumer who will travel less often and spend less on her trips will cause . . .

For eBusiness & Channel Strategy Professionals

eBusiness' Role In Regaining Traveler Loyalty

by Henry H. Harteveldt, December 15, 2008

The number of US online leisure travelers has fallen from 31% in 2006 to 25% in 2008. Travel eBusiness contributes to this loss by not making online travelers feel welcome, not letting them control the information they want to see on the home page, and . . .

For Marketing Leadership Professionals

How To Regain Travelers' Loyalty

by Henry H. Harteveldt, Elizabeth Stark, December 3, 2008

Forrester data reveals that travel brand loyalty has decreased by 19% since 2006. Leisure travelers in 2008 have every reason to be disloyal. Why? More travel products and options for travelers to choose from, virtually no incentives for travelers to . . .

For eBusiness & Channel Strategy Professionals

The Mobile Data Services US Online Business Travelers Want

by Henry H. Harteveldt, Elizabeth Stark, September 5, 2008

One-third of US online business travelers know their mobile phone is Web-enabled. Nearly half of these travelers use their phones for travel-related mobile data services such as getting flight alerts via text message. Their active travel nature and comfort . . .

For eBusiness & Channel Strategy Professionals

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

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

by Henry H. Harteveldt, Elizabeth Stark, August 4, 2008

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 . . .

For Consumer Market Research Professionals

Benchmark 2008: Examining Travel Behavior By Generation

North American Consumer Technographics

by Henry H. Harteveldt, July 23, 2008

US travelers are not a single block of people. Examining travelers' behavior by generation identifies important differences. Boomers and Gen X have the largest proportion of travelers — 72% and 71%, respectively. Some 121.8 million US leisure travelers . . .

For eBusiness & Channel Strategy Professionals

Retaining Online Leisure Travelers Who Want To Use Offline Travel Agents

by Henry H. Harteveldt, July 8, 2008

Twenty-three percent of US online leisure travelers express interest in using a good offline travel agency — if they could find one. A young, demographically attractive audience of travelers — 20% are ages 18 to 28 — these offline-agent-focused travelers . . .

For eBusiness & Channel Strategy Professionals

The Three Segments Of US Online Business Travelers

Understanding Unmanaged, Lightly Managed, And Heavily Managed Travelers

by Henry H. Harteveldt, Elizabeth Stark, July 8, 2008

Forrester data shows that nearly one in three (29%) US online consumers recall traveling for business last year — that's roughly 48 million US online adults. Based on their employers' travel policies, these business travelers belong to one of three segments: . . .

For eBusiness & Channel Strategy Professionals

Why Online Vacation Rentals Are A New Travel eBusiness Growth Segment

by Henry H. Harteveldt, Elizabeth Stark, March 28, 2008

Thirteen percent of US online leisure travelers rented a vacation home, villa, or condo in the past year, making this market segment an extremely attractive part of online travel's "long tail" and a new source for travel eBusiness growth. There's lots . . .

For eBusiness & Channel Strategy Professionals

How Travel eBusiness Can Better Serve The Small Leisure Group Segment

by Henry H. Harteveldt, Elizabeth Stark, March 7, 2008

Forty-six percent of US online leisure travelers are group travelers — those who have taken at least one group trip with others outside their immediate household. While the travel industry has focused the majority of its group booking strategies and technologies . . .

For eBusiness & Channel Strategy Professionals

Creating Humanized Digital Travel Experiences With Contextual Information

InsideTrip.com Makes Online Travel Shopping Compelling

by Henry H. Harteveldt, March 3, 2008

Few travel companies have meaningfully advanced online travel shopping, contributing to online travelers' frustration with the Web. It's so bad that 30% of US online leisure travelers are interested in using offline travel agencies. Depriving online travelers . . .

Examining Leisure Traveler Behavior And Attitudes Based On Trip Frequency

North American Consumer Technographics®

by Henry H. Harteveldt, February 29, 2008

The Web travel sector, if likened to someone's physique, is strong — but it could benefit from more trips to the gym. Infrequent travelers — those who take one or two leisure trips a year — have different attitudes and behaviors from those who take three . . .

Why Green Travelers Warrant Recognition

How US Online Travelers' Feel About Travel And Buying Carbon Offsets

by Henry H. Harteveldt, February 25, 2008

Travelers are concerned about the environment — and if they're concerned, you need to act. Fifty-six percent of US online travelers are concerned about global warming, and 18% feel that travel is bad for the environment. Green travelers — travelers interested . . .

For eBusiness & Channel Strategy Professionals

US Online Travelers' Outlook On The Economy And Spending

by Henry H. Harteveldt, December 17, 2007

Travel is a discretionary purchase, and travelers account for 83% of the US online population. Forrester wanted to learn online travelers' opinions about their own personal financial situations and understand how that might affect their travel spending. . . .

For eBusiness & Channel Strategy Professionals

Who Creates Travel Web Site Profiles Online?

by Henry H. Harteveldt, December 5, 2007

As online travel enters its adolescence, travel Web site operators face the challenge of increasing the number of people who register a user profile. Currently, 47% of US online leisure travelers — equal to 58 million US adults — say that they've created . . .

For eBusiness & Channel Strategy Professionals

Are Online Travelers Saying "Buh-Bye" To The Web?

Online Spending Growth Masks A 9% Decline In US Leisure Bookers

by Henry H. Harteveldt, October 5, 2007

The number of US leisure travel Bookers — online travelers who use the Internet to both research and buy travel — fell 9% from 2005 to 2007. Fortunately, thanks to the overall growth of the online population and the increase in the number of trips that . . .

For eBusiness & Channel Strategy Professionals

Humanizing The Digital Travel Experience

Exploring Where Technology Fails Travelers And What To Do About It

by Henry H. Harteveldt, August 16, 2007

Despite its success getting travelers to use Web sites, kiosks, and other digital channels, the travel industry consistently disappoints them. For example, 83 million online leisure travelers don't find the Web easy to use to plan and buy their trips, . . .

Travel eBusiness Execs: Focus On Mobile Data Now

Mobile Data Creates A New Way To Distribute Travel And Engage Travelers

by Henry H. Harteveldt, May 22, 2007

The mobile channel presents a viable channel that travel companies can use to better engage and sell to North American travelers. Thirty-seven percent of North American leisure travelers who own a mobile phone and 45% of business travelers use mobile . . .