Use of Online for Travel Information and Purchasing

1

Use of Online for Travel Information and Purchasing

We surveyed a total of 300 consumers that use the web to research travel-related products, services and information

• A custom survey instrument (questionnaire) was developed to measure respondents’ use of the web, and search engines in particular, for researching and purchasing Travel Products and Services

• The survey was conducted online, through a web-based interviewing process, in March 2005

• Our sample is evenly distributed across all age groups and genders

• Respondents were recruited through a variety of methods: web advertising, permission-based databases, public relations, telephone recruitment, partner-recruited panels, and alliances with heavily trafficked portals

• The survey was designed and administered by Global Market Insite(GMI) and Media-Screen, an independent strategic market research firm

Source: 2005 Travel Survey, conducted by GMI and Media-Screen (Mar. 2005)

2


Executive Summary• Nearly three-quarters (74%) of all respondents have used a search engine

when researching/purchasing travel products or services online

• Search engine usage:

- Almost three-fourths (70%) of Google users report using a search engine for more than half of their travel-related research

- Most Google users use a search engine to help them compare prices (81%) and/or conduct research for travel products or services (80%)

- A larger majority of Google users access travel information using a search engine (85%) than by typing in a web address (69%)

• The vast majority (82%) of these respondents use Google to search for these products

• Three quarters (76%) of Google users say search engines are very/somewhat important for making travel purchase decisions

• Across all resources – online and offline – search engines are the most popular resource for Google users for researching/purchasing travel products, services and information

Source: 2005 Travel Survey, conducted by GMI and Media-Screen (March 2005)

3


The vast majority of Google users have compared prices (89%) and/or researched (88%) a travel product or service online

89% 88%

71%68%

61%

13%

1%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Compared prices ofa travel product or

service

Research a travelproduct or service

Purchased a travelproduct or service

Made a reservationfor a travel product

or service

Read areview/opinion of atravel product or

service

Bid in an auction fora travel product or

service

Other

N=183

Have you ever done any of the following online? Please select all that apply.


4


The vast majority of Google users researched/purchased hotel (83%) and/or airline (79%) information/products and services online

83%79%

56%

46%39%

31%22%

19% 15% 14% 12% 12%

2%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Hotels

Airlin

esSpe

cific

Destin

ation

s

Car Ren

tals

Vaca

tion P

acka

ges

Cruise

sVa

catio

n Ren

tals

Luxu

ry Va

catio

nsSpe

cialty

Vaca

tions

Busine

ss Tr

avel

Loca

l Trav

el Ag

ent

Tour

Operat

ors

Other

N=183

You indicated that you have researched and/ or purchased a travel product, service or information online. What kinds of travel products, services or information did you research or purchase? Select all that apply.


5


Nearly three-quarters (74%) of all respondents have used a search engine when researching/purchasing travel products or services online

All Respondents

74%

26%

Yes

No

N=300

Do you ever use a search engine (such as Google, Yahoo, or Ask Jeeves) when you research or purchase travel product or service online?


6


Used by 82% of all respondents, Google is the most popular search engine for researching Travel Products & Services

Which of the following search engines do you use? Please select all that apply.

All Respondents

82%

60%

32%

18%14%

8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Google Yahoo MSN AskJeeves AOL Other

N=222


7


In addition to search engines, a great majority (87%) of Google users also use Travel sites (Expedia, Travelocity, etc.) when looking for travel information

87%

74%

61%

42%

22%17%

14%6% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Travel site Airline site Hotel site Car rental site Cruise site Travel review andrecommendation

sites

Travel search sites Tour operators Other

N=183

In addition to search engines, what other kinds of sites do you use when looking for travel information online? Please select all that apply.


8


A larger majority of Google users access travel information sites using a search engine (85%) than by typing in a web address (69%)

85%

69%

2%0%

10%20%

30%40%50%60%

70%80%90%

Use a search engine Type in the web address OtherN=179

When you want to go to a certain site for travel information online, how do you get there? Select all that apply


9


Most Google users use a search engine to help them compare prices (81%) and/or conduct research for travel products or services (80%)

81% 80%

50% 48% 47%

5%2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Compare prices oftravel products or

services

Research travelproducts or services

Purchase travelproducts or services

Read review/opinions oftravel products or

services

Make reservations fortravel products or

services

Bid in auctions for travelproducts or services

Other

N=183

Which of the following activities do you use a search engine to help you do? Select all that apply:


10


Nearly three-quarters (74%) of Google users used a search engine to locate airline sites, while 73% located hotel sites

74% 73%

56%

41%37%

26% 25%

16%13%

10%8% 8%

2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Airlines Hotels Specif icDestinations

Car Rentals VacationPackages

Cruises VacationRentals

LuxuryVacations

SpecialtyVacations

BusinessTravel

TourOperators

Local TravelAgent

Other

N=183

You indicated that you use a search engine to find a certain site for travel information online. For which of the following travel products or services have you used a search engine to help you locate appropriate sites? Select all that apply.


11


For airline sites, more than half of Google users used a search engine to locate Travelocity (57%), CheapTickets (54%), Expedia (51%), and/or Orbitz (51%)

57%54%

51% 51%

46% 44% 43% 43%39%

27% 26% 25%

18%15%

13%10% 10% 9% 7% 7% 6% 5% 7%

0%

10%

20%

30%

40%

50%

60%

Trave

locity

Cheap

Ticke

tsExp

edia

Orbitz

Delta Ai

rlines

United

Airlin

es

Ameri

can A

irline

s

Southwes

t Airli

nes

Priceli

neHotw

ire

Northw

est A

irline

sUS Ai

rway

sJe

tBlue Ai

rway

s

Contin

ental

Airlin

esAm

erica

Wes

tAir

Tran

British

Airw

ays

Alask

a Airli

nesFro

ntier

Airlin

esSide

step

Virgin

Atlan

tic Airw

ays

Air C

anad

a

Other

N=136

You indicated that you have used a search engine to find airline sites. Please tell us which sites you have used a search engine to find. Select all that apply.


12


When locating hotel sites, nearly half of Google users used a search engine to find Travelocity (47%), Holiday Inn (44%) and/or Expedia (42%)

47%44%

42%39%

37% 36% 36%

29% 29%27% 26%

22% 22%20% 20% 19% 18% 17% 17%

14% 14% 14% 13%

9% 8% 8% 7% 6% 6%5% 4% 3%

8%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Trave

locity

Holiday

Inn

Expe

diaHote

ls.co

mBes

t Wes

tern

Orbitz

Marriot

tPri

celine

Comfor

t Inn

Cheap

Ticke

tsHilto

nHam

pton I

nnRam

ada

Emba

ssy S

uites

Hotwire

Sherat

onRad

isson

Hyatt

Motel 6

Red Roo

f Inn

Quality

Inn

Choice

Hotels

Econ

olodg

eFo

ur Sea

sons

Double

Tree

Sleep I

nnClar

ionWes

tinWyn

dham

Interc

ontin

ental

W Hotels

Sideste

pOthe

r

N=133You indicated that you have used a search engine to find hotel sites. Please tell us which sites you have used a search engine to find. Select all that apply.


13


More than half (55%) of Google users used search engines to find Budget. 49% used search engines to find Hertz when looking for car rental sites

You indicated that you have used a search engine to find car rental sites. Please tell us which sites you have used a search engine to find. Select all that apply

55%49%

45%43% 43% 41%

37%33%

31% 31% 31% 29%

15%

5%

0%

10%

20%

30%

40%

50%

60%

Budge

t

Hertz

Enterpr

ise

Exped

ia

AvisTra

veloc

ity

Alamo

Orbitz

Cheap

Ticke

ts

Nation

al

Dollar

Priceli

ne

Hotwire

Sideste

p

N=75


14

You indicated that you have used a search engine to find cruise sites. Please tell us which cruise lines for which you have conducted research. Select all that apply


A majority of Google users used a search engine to find Carnival (66%) and/or Royal Caribbean (60%) when looking for cruise sites

66%60%

43%36% 36%

30% 30% 28% 28% 28% 26%21% 21%

13%

4% 2%0%

10%

20%

30%

40%

50%

60%

70%

Carniva

lRoy

al Cari

bbea

nPrin

cess

Norweig

ian

Disney

Orbitz

Cheap

Ticke

tsTra

veloc

ityHoll

and A

merica

Celebri

tyExp

edia

Hotwire

Priceli

ne

Radiss

on S

even S

eas

Nation

al Le

isure

Group

Other

N=47


15


Three-quarters (75%) of Google users used a search engine to locate Expedia while 71% found Travelocity when looking for vacation packages

75%71%

60%

53%

38%35%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Expedia Travelocity Orbitz Priceline CheapTickets Hotwire Other

N=68You indicated that you have used a search engine to find vacation packages. Please tell us which sites you have used a search engine to find. Select all that apply.


16


Three-quarters (76%) of Google users say search engines are very/somewhat important for making travel purchase decisions

35%

41%

19%

3%

3%Very important

Somewhat important

Neither important norunimportantSomewhat unimportant

Not at all important

N=183

You indicated you used a search engine to help find travel products or services. How important was using a search engine in making your purchase decision?


17


Almost three-fourths (70%) of Google users report using a search engine for more than half of their travel-related research

34%

36%

19%

10% 2%

More than 75%51 to 75%26-50%10 to 25%Less than 10%

N=183Thinking of all your travel-related research as 100%, approximately what percent of your travel-related research involved using a search engine?


18


Almost three-fourths (70%) of Google users have made travel-related purchases online, at either specific airline, hotel, or rental car sites or general travel sites

38%

32%

21%

9%Online at a specificairline, hotel or rental carsite Online at a general travelsite

Offline by booking anairline/hotel over thephone or in personOffline by booking with atravel agent

N=183Thinking of all your travel-related purchases as 100%, what percent of those purchaseshave you made using each of the following methods? Your answers must add up to 100%.


19


Across all resources – online and offline – search engines are the most popular resource for Google users for researching/purchasing travel products, services and information

85%

74%

59%

52%

33%30% 28%

23% 23%19% 18%

6% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Searchengine

Travelbooking sites

Travel brandsite

Telephoneairline, hotelor car rental

New spaper Travel guidebooks

Travelmagazines

Travelinformationw eb sites

Travel agent Travel searchengine

Travel reviewsite

Tour operatorsites

Other

N=183Thinking of all resources – including online and offline resources – which of the following resources do you use to research and/or purchase travel products, services and information? Please select all that apply


20


For researching destination options, travel booking sites are the first choice for 43% of Google users, while search engines are the first choice for 32% of Google users

1st Choice Ranking

43%

32%

25%

15%11% 10% 9% 9% 8% 8%

5%3%

23%

0%

5%

10%

15%

20%

25%30%

35%

40%

45%

50%

Travelbooking

sites

SearchEngine


TravelMagazines

TravelAgent

Travelbrand site

Travelreview site

TravelGuideBooks

Touroperator

sites

New spaper Telephoneairline, hotel

or carrental

directly

TravelSearchEngine

Other

N=183

Imagine you are thinking about going on vacation but do not have a specific destination in mind. Where do you go to research your options? RANK THEM based on how much you would rely on them to help you.


21


One-third (33%) of Google users say search engines would be their second choice for researching destination options

2nd Choice Ranking

33%

23% 23% 22% 21% 21% 19% 19%

15%12%

9%

6%

23%

0%

5%

10%

15%

20%

25%

30%

35%

SearchEngine

Touroperator

sites

Newspaper Travelreview site

Travelinformationweb sites

TravelSearchEngine

TravelMagazines

Travelbooking

sites

Travelbrand site

TravelGuideBooks

Telephoneairline,

hotel or carrentaldirectly

TravelAgent

Other

N=183Imagine you are thinking about going on vacation but do not have a specific destination in mind. Where do you go to research your options? RANK THEM based on how much you would rely on them to help you.


22


Search engines are less popular for comparing choices and prices. Still, 22% of Google users say search engines are their first choice for comparing choices and prices

1st Choice Ranking

60%

22%15% 13% 11% 10% 9% 9%

5% 4%0% 0%

20%

0%

10%

20%

30%

40%

50%

60%

70%

TravelBooking

Sites

Searchengine

Travel brandsites

Travelsearchengine

Travelreview sites


directly

Travel agent Touroperator

sites


Travelmagazines

Newspaper Travel guidebooks

Other

N=183Now, imagine you have decided where you want to go but need to compare choices and prices. Which of the following resources do you use? Please rank five (5) of the resources below based on how much you would rely on them to help you.


23


One-third (32%) of Google users say search engines would be their second choice for comparing choices and prices

2nd Choice Ranking

32% 32%

25% 23% 23%19%

9% 8% 6% 6% 5%2%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Searchengine

Travel brandsites


TravelBooking Sites

New spaper Travel reviewsites

Travel agent Travel searchengine

Travel guidebooks

Telephone tocall an airline,hotel or car

rental directly

Tour operatorsites

Travelmagazines

Other

N=183

Now, imagine you have decided where you want to go but need to compare choices and prices. Which of the following resources do you use? Please rank five (5) of the resources below based on how much you would rely on them to help you.


24


For purchasing a travel vacation, travel booking sites are the first choice for 48% of Google users, while search engines are the first choice for 24% of Google users

1st Choice Ranking

48%

24% 21% 19%14%

7% 7% 7%3% 3% 2% 0%

25%

0%

10%

20%

30%

40%

50%

60%

TravelBooking

Sites

Travel brandsites

Telephoneto call an

airline, hotelor car rental

directly

Travel agent Searchengine

Touroperator

sites

Travelsearchengine


Travelmagazines

Newspaper Travelreview sites

Travel guidebooks

Other

Now, imagine you are about to purchase your travel vacation. Which of the following resources do you use? Please rank five (5) of the resources below based on how much you would rely on them to help you.

N=183


25

Now, imagine you are about to purchase your travel vacation. Which of the following resources do you use? Please rank five (5) of the resources below based on how much you would rely on them to help you.


23% of Google users say search engines would be their second choice for purchasing travel vacations, behind travel brand sites (31%) and travel booking sites (24%)

2nd Choice Ranking

31%

24% 23%21% 21%

13% 13% 12%10% 10%

7% 6%

25%

0%

5%

10%

15%

20%

25%

30%

35%

Travel brandsites

TravelBooking Sites

Searchengine



directly

Travel agent Travel reviewsites

New spaper Travel guidebooks

Travel searchengine

Tour operatorsites

Travelmagazines

Other

N=183


26


The sample of Google users is evenly divided between men and women

Please indicate your gender.

49%51%

Male

Female

N=183


27


Our sample of Google users is evenly divided across age groups

16%

10%

8%

8%

8%12%

11%

8%

9%

10% 18-24

25-29

30-34

35-39

40-44

45-49

50-54

55-60

61-64

65+

N=183Please indicate your age.


28

Which of the following income categories best describes your total 2004 household income before taxes?


41% of participating Google users have annual household incomes of $50K to $125K

9%

7%

13%

15%

21%

11%

8%1%2%

3%

9%

1%Less than $15,000$15,000 to $24,999$25,000 to $34,999$35,000 to $49,999$50,000 to $74,999$75,000 to $99,999$100,000 to $124,999$125,000 to $149,999$150,000 to $199,999$200,000 to $249,999$250,000 or moreDecline to answer

N=183


Documents

Use of Online for Travel Information and Purchasing