For eBusiness & Channel Strategy Professionals

Travelers Are Cashing In On Loyalty Programs

How US Online Travelers Redeem Travel Loyalty Points And Rewards

by Henry H. Harteveldt, Elizabeth Stark, November 16, 2009

Travel loyalty programs may be old news, but that old news pays the bills and generates revenue in the billions of dollars every year for travel companies. Forrester data shows that half — 52% — of all US online travelers actively use travel loyalty programs, . . .

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

Why Travelers Contribute Ratings, Reviews, And More Online

Travelers Are More Likely To Share Good News Than Bad News

by Henry H. Harteveldt, September 10, 2009

More than six in 10 US online leisure travelers regularly participate in travel-focused social media activities like rating a hotel. The more frequently people travel, the more likely they are to read or watch other traveler-generated content. Content . . .

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

Europe's Online Travelers Challenge European Online Travel Success

by Henry H. Harteveldt, September 3, 2009

In Europe, 73% of travelers are now online, up from 64% in 2007. They, however, feel the brunt of the recession — 38% of European travelers are financially worse off now than they were a year ago. Europe's online leisure travelers use technology but don't . . .

For eBusiness & Channel Strategy Professionals

Air Passenger Interest In In-Flight Internet Access Grows

The Longer The Flight, The More Likely Passengers Will Pay To Go Online Aloft

by Henry H. Harteveldt, Elizabeth Stark, August 10, 2009

In 2005, Forrester identified that one-fifth of passengers were interested in accessing the Internet on any flight. In the fourth quarter of 2007, nearly as many passengers — 17% — expressed interest in accessing the Web on a 1-hour flight. By Q4 2008, . . .

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

Why Web Site Customization Is Crucial For Travel eBusiness

by Henry H. Harteveldt, Elizabeth Stark, June 4, 2009

Web site customization — allowing site visitors to select displayed content and rearrange page layouts — is more than a decade old, but only a handful of travel Web sites offer it. One-third of US online leisure travelers use personalized portal or content . . .

For eBusiness & Channel Strategy Professionals

The Ancillary Products US Airline Passengers Want — And The eBusiness Challenges Airlines Face

by Henry H. Harteveldt, May 22, 2009

With everything but the oxygen mask sold on an à la carte basis, North American airlines have become stores with wings. Forrester data shows unexpected interest in different ancillary products. For example, 47% of US online business passengers would pay . . .

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

Travel: How To Use eBusiness Effectively In A Crisis

by Henry H. Harteveldt, May 8, 2009

The H1N1 virus is having enormous impact on the global travel industry. Though the industry clearly cannot control external events such as health crises, terrorism, or natural disasters, it can anticipate how to use eBusiness channels during these events . . .

For eBusiness & Channel Strategy Professionals

What Airline Passengers Value — And What Airline eBusiness Professionals Need To Do About It

Passengers Place More Importance On Convenience Than Price

by Henry H. Harteveldt, Elizabeth Stark, April 13, 2009

US airline passengers find convenience and price to be the two most important criteria when selecting an airline. Seventy-five percent of all US online air passengers choose the airline they fly most often because of the airports it serves, and 69% cite . . .

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 Leisure Travel Channel Share Forecast: Suppliers Versus Intermediaries, 2008 To 2013

Travel Supplier Web Sites Will Garner 69% Of Online Channel Share By 2013

by Henry H. Harteveldt, Elizabeth Stark, February 25, 2009

Forrester predicts that Web sites of various airlines, hotels, and other travel suppliers will capture 65% — or $56.2 billion — of US online leisure travel bookings in 2009. Suppliers' share of US online leisure travel bookings is expected to steadily . . .

For eBusiness & Channel Strategy Professionals

Travel's Rough First Half Of 2009 Will Increase Its Reliance On eBusiness

Twenty-Eight Percent Of Consumers May Cancel Planned Leisure Trips

by Henry H. Harteveldt, February 2, 2009

At the dawn of a new year, travel firms that rely on the US will be selling to a market whose population has a decidedly cloudy outlook. Between Q4 2007 and Q4 2008, the number of US online travelers who said their personal financial conditions had worsened . . .

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

Why Interactive Support Is Essential For Travel eBusiness Success

by Henry H. Harteveldt, Elizabeth Stark, November 10, 2008

In 2008, contextual, task-related help means more than a toll-free number on a booking page or a FAQ section on your Web site. It means being more relevant and personal and helping travelers in the channel they prefer immediately so they aren't driven . . .

For eBusiness & Channel Strategy Professionals

US Travelers And The Recession: A Glance Ahead To 2009

by Henry H. Harteveldt, November 6, 2008

US leisure travelers cut both their non-travel and travel spending during the summer of 2008. Forrester's Consumer Technographics® data currently shows that there are more US leisure travelers who plan to spend more on their leisure travel in the . . .

For eBusiness & Channel Strategy Professionals

Brand-Building Online Content Matters For eBusiness And Channel Strategy In A Recession

by Henry H. Harteveldt, October 8, 2008

eBusiness executives need all the help they can get during this economic downturn in making their online businesses more successful. When looking for opportunities to optimize sales, executives must turn an eye toward online content. As an example of . . .

For eBusiness & Channel Strategy Professionals

Visually Based Search Elevates Online Travel Booking

Hotels.com's new UK "Visualiser" Tool Imbues Emotion Into Trip Planning

by Henry H. Harteveldt, September 15, 2008

Hotels.com's UK site unveiled a new trip search engine, the "Visualiser," on September 9, 2008. The application elevates online trip planning and booking through its use of theme-based search and extensive use of photographs to plan a trip, rather than . . .

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 . . .