WASHINGTON -- Approximately 42 million people booked travel on the
Internet last year, up 8% from 2002, according to the Travel
Industry Association's (TIA) Travelers' Use of the Internet study.
The survey reveals that 75% of people who book travel on the Web
purchased airline tickets, followed by hotel accommodations (71%)
and rental cars (57%).
The study also found that consumers, on average, purchase $2,600
worth of travel a year online, up from $2,300 in 2002.
A total of 64 million people, or 30% of adults in the U.S., said
they used the Internet to research travel options and prices.
That figure remained largely unchanged year-to-year due to the
slower growth of "wired" households in the U.S., according to the
TIA.
Nevertheless, the percentage of consumers doing all of their
travel booking online was 29%, up from 23% in 2002.
The survey also shows that e-mail appears to be an effective
means of marketing for travel suppliers.
More than 35 million online travelers have signed up with a
travel-supplier Web site or an online travel service to receive
e-mail offers and promotions. The survey found that e-mail
promotions spurred some 10 million travelers to take trips they
otherwise wouldn't have.
The increased use of the Internet has fundamentally impacted
booking patterns, according to Suzanne Cook, the TIA's senior vice
president of research.
"The enhanced accessibility of last-minute specials via the
Internet, as well as low prices on last-minute travel, are
stimulating later booking patterns."
The report can be purchased online at www.tia.org/pubs/domestic.asp.
To contact reporter Michael Milligan, send e-mail to [email protected].