PhoCusWright unravels online travel myths
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Travel research company PhoCusWright says its latest research has debunked misconceptions related to web use by travellers. Claims that the number of online travel buyers in the US is declining is a myth, it said at its first Analyst Forum.
In 2007, about 70% of online travellers (adults who have taken a commercial air trip and stayed at a hotel for leisure in the past year, and used the Internet in the past 30 days) bought travel online, compared to 63% the year before.
PhoCusWright also debunked five additional online travel myths.
Myth 2: More online travel shoppers use supplier sites than use online travel agencies. While this belief is widespread in the travel industry, in terms of popularity, online travel agencies are making a comeback.
Myth 3: Travel agencies are experiencing a resurgence as travellers return to traditional purchasing channels. Not so. In reality, even many formerly exclusive offline buyers are migrating online for travel shopping and buying, according the survey.
Myth 4: The next generation of travellers prefers to do everything online. The truth is, less than half of what 18-28 year olds spend on travel is spent online.
Myth 5: Social networks and travel reviews have the greatest influence on travel decision-making. The company’s NEXTgen Traveler report reveals that while social media is widespread, destination web sites and online travel agencies are favoured by nearly half of next generation travellers during the travel shopping process.
Myth 6: Online travel markets need high credit card and Internet penetration to succeed. The structure and ambitions of the travel marketplace are even more important drivers than infrastructure. Case in point is India, one of the most dynamic online travel marketplaces today, where roughly 98% of the India population do not use credit cards or have access to the Internet.
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