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For eBusiness & Channel Strategy Professionals

Which Travelers Are Most And Least Optimistic About Their 2010 Financial Outlook?

How Understanding These Travelers Spells Big Bucks For eBusiness

February 10, 2010


  • By Henry H. Harteveldt,
  • Elizabeth Stark
  • with Carrie Johnson,
  • Kate van Geldern

Why Read This Report

The travel industry is coming out of 2009 like a war-battled soldier — exhausted and aching, but ready to take on another challenge. The good news is that 2010 looks to be a "less bad" year for travel sellers, with signs that the economic recovery isn't an illusion. Forrester data shows that more travelers are optimistic than pessimistic about their personal financial futures: 32% of US online travelers believe their financial conditions will improve in 2010, while just 19% believe their financial conditions will worsen. Those travelers with a bright financial outlook — or optimistic travelers — are more likely to be online leisure travel Bookers, between the ages of 30 and 43, male, and mobile-savvy. For eBusiness and channel strategy professionals to ensure that they are appealing to both optimistic and pessimistic travelers, they will need to collect customer life cycle information, extend relevant online offers and promotions, and remember to integrate customer information and offers into their multichannel strategies.

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  • Key Differentiators Of Optimistic Travelers Are Age, Income, And Tech Adoption
  • Optimistic Travelers Are 35% Less Likely To Shop At Discount Stores Than Pessimists