For eBusiness & Channel Strategy Professionals (Length: 14 pages)
October 5, 2007
Are Online Travelers Saying "Buh-Bye" To The Web?
Online Spending Growth Masks A 9% Decline In US Leisure Bookers
with Carrie Johnson, Peter Hult, Brendan McGowan
Executive Summary (This is a document excerpt)
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 the remaining Bookers take, as well as the amount of money they spend on travel, online leisure travel spending has increased 41% in three years. What we're seeing is an early warning signal: Fix the problem, or else. To keep online consumers interested in online booking, travel companies need to overhaul their systems to sell the way people want to buy. They must proactively destroy — and then rebuild — their products to be more practical to sell online and humanize the digital experience that they offer on their Web sites.
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Forrester analyzed North American Consumer Technographics® data from 2005, 2006, and 2007 surveys to gain key insights into the travel research and purchase behavior of US leisure travelers. Related Research Documents
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March 16, 2007
March 22, 2006 |
A 9% Decline In Bookers From 2005 Is A Cause For Concern — And A Call To Action
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Original air date: Thursday, September 18, 2008
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