THE WORLD OF ONLINE TRAVELING
- 62% of personal travelers use search engines as their #1 source for travel information.
- 51% of business travelers use mobile devices to get travel information, more than double the rate of two years ago.
- 46% of personal travelers are watching travel-related videos, versus 36% two years ago.
The average hotel got 238 reviews in 2011
- 81% of travelers find user reviews important.
- 49% of travelers won't book a property without reviews.
- 53% of reviews are written by women... and women give a 10% higher rating than men when they do write a review!
Barriers to task completion on hospitality/tourism sites according to travel bookers worldwide, Q4 2011 (% of total)
- Price: 30%.
- Still looking/unsure: 14%.
- Booking problem: 12%.
- Room availability: 11%.
- Ran out of time: 9%.
- Could not find what looking for: 8%.
- Need more info: 5%.
- Technical issue: 4%.
- Other: 7%.
- Reserved: Of those who visited a travel or hospitality site, 26% said they did so make a reservation. One on five arrived at a site in search of information about hotels, and the same percentage of respondents said they were looking for
- Purpose of visiting of hospitality/tourism site according to site visitors worldwide, Q4 2011 (% of total): 1) Make reservation: 26%; 2) Find hotel info: 20%; 3) Compare rates: 20%; 4) View/cancel reservation: 7%; 5) Other - 27%.
- Leisure travellers sought out information about hotels or prices more often than did business travellers. Additionally, business travellers were more likely vacationers to complete a reservation.
- Path used to get to hospitality/tourism sites by site visitors worldwide, Q4: 1) Typed in URL - 28%; 2) Search engine - 27%; 3) Bookmark/favorite - 17%; 4) Clicked on ad - 3%; 5) Email link - 1%; 6) Other site link - 1%;
7) Other - 22%.
Online travel penetration by regions, 2011:
- US - 17%.
- Latin America - 18%.
- Western Europe - 38%.
- Asia-Pacific - 23%.
- Mobile travel bookings are expected to triple by 2013, according to PhoCusWright. The number of mobile users researching travel via their mobile device in the US alone is expected to grow by 51% in 2012, according to Google.
- Online leisure/unmanaged business travel bookings will grow twice as fast as the total market, to surpass US$ 313 billion by 2012.
- Accommodation owners cited (online marketing - 63%, social media - 39%, mobile - 27%, email marketing - 22%, paid listings on user-generated review sites - 17%) as the top areas in which they would prefer to increase spending,
according to TripAdvisor's latest Accommodation Owners Survey.
Annual earning for online travel sales
- 2010 - $128.9 billion.
- 2011 - $145 billion.
- 2012 - $162.4 billion.
Internet source for hotel booking
- Brand website: Website where distribution is operated and managed by the brand (e.g. www.marriott.com) - 65.4%.
- Merchant website: (e.g. Expedia/Hotels.com, Travelocity and Orbitz) - 11.3%.
- Opaque Website: Customers to choose a fare or rate without knowing the brand of the supplier until after the item is purchased (e.g. Priceline).
Top visited travel sites by traffic
- Booking.com: Alexa Rank - 157.
- Expedia.com: Alexa Rank - 427.
- Hotels.com: Alexa Rank - 601.
- Priceline.com: Alexa Rank - 697.
- Kayak.com: Alexa Rank - 816.
- Travelocity.com: Alexa Rank - 1.108.
- Orbitz.com: Alexa Rank - 1.215.
- Hotwire.com: Alexa Rank - 1.573.
AIRTUG: www.airtug.com | Sources: http://www.newmediatrendwatch.com/world-overview/91-online-travel-market?start=1; http://www.statisticbrain.com/internet-travel-hotel-booking-statistics.