Summary
Quality-focused travelers (QFTs) — travelers who both view travel as an area in which they are willing to indulge themselves and who are willing to pay more for noticeably better travel products or services — now account for 28% of US online leisure travelers, one-third more than in 2004. The number of QFT Bookers has also increased, from 74% of QFTs in 2004 to 78% in 2007. But a critical mass of QFTs indicate a comfort with cross-channel buying, and they rely extensively on both online and offline agencies for their travel planning and buying. To win more business from QFTs, travel sellers must tap into QFTs' thirst for value and efficiency and engage them through Social Computing tools like community sites, RSS feeds, or podcasts.
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