JupiterResearch Finds That Online Travel Package Purchases Have Risen Over 40 Percent Among Consumers Requiring Multiple Products; This Shift in Online Travel Purchase Behavior Comes after Two Years of Little Change
"In 2005, 29 percent of travelers requiring multiple travel products purchased a package; in 2006, this increased to 41 percent," said Diane Clarkson, Analyst at JupiterResearch and author of the report. "This growth is largely influenced by strong packaging promotions implemented by major online travel agencies, where virtually all of these sales are occurring."
“This growth is largely influenced by strong packaging promotions implemented by major online travel agencies, where virtually all of these sales are occurring.”
The research also finds the likelihood that online air travelers will book their flights through an online travel agency increases with the number of Web sites they research. Among online air travelers who visited four or more Web sites while researching their most recent trip, 56 percent purchased their flights through an online travel agency, while only 32 percent purchased on an airline Web site. At the same time, frequent travelers show a preference for supplier Web sites.
General search engines remain the most important media prompt among online travel researchers, at 17 percent. Despite garnering extensive media attention during the past year, travel meta search engines have not yet attracted a significant proportion of online travel buyers. Only four percent of online travelers say a travel search engine impelled them to plan or purchase their most recent trip.
"Travel meta search engines are now offering expanded products and several have relationships with major distribution partners such as Yahoo!, AOL and Amazon," said David Schatsky, President of JupiterKagan. "With this, travel meta search engines are poised to grow."
The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For additional information on this report or JupiterResearch's Travel research service, visit www.jupiterresearch.com or contact Kieran Kelly, Vice President of Global Sales and Client Service, at 1-800-481-1212 or email@example.com.
JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com. JupiterResearch is a division of JupiterKagan, Inc.
About JupiterKagan, Inc.
JupiterKagan, Inc. was formed in 2006 from the merger of JupiterResearch and Kagan Research, two companies providing thought leadership, research and advice in the domain of the media and telecommunications, Internet, and emerging consumer technologies. The company's deliverables include continuous information services (available by subscription), research reports, data, inquiries with research analysts, appraisals, litigation support and consulting. JupiterKagan operates from six offices in the United States, United Kingdom, France and Germany. For more information, visit www.jupiterkagan.com.