Online Travel Purchases Increasing

    October 17, 2007

The Internet has become a travel distribution channel with 70 percent of online leisure travelers booking some of their personal travel online and 52 percent purchasing all or most of their travel online according to a new report from JupiterResearch, "US Travel Consumer Survey 2007."

"Travelers who have wholly embraced online booking enjoy researching travel online while those travelers who continue to use traditional channels feel overwhelmed by online travel research," said Diane Clarkson, Analyst at JupiterResearch and author of the report.

"In this competitive marketplace, online travel providers must find ways to both engage and simplify the online travel experience."

Cost considerations play an important role in how travelers research online and where they decide to make a purchase. Forty-three percent of travelers who use search engines are looking for discounted deals. Cost is weighed more than convenience in the decision to buy travel products in a package among more than half of travelers who bought a package.

"Success in the online travel marketplace will increasingly require both robust consumer content and competitive prices," said David Schatsky, President of JupiterResearch. "More important will be simplicity of research process. By providing consumers with one-stop-shopping where price comparison and consumer input can be obtained, travelers can make more informed decisions in less time and without anxiety."