On Sept. 7 we printed another of our Plog Research reports in which
we asked consumers questions about their travel habits and how
those things relate to travel professionals.
The latest report was based on feedback from
people who access the Internet and were willing to answer questions
in an on-line survey.
That is, they are more computer-comfortable than average; they
are not typical of all or potential clients.
While the main report focuses on the use (or nonuse) of the Web
for research and booking, I will focus on this Net-savvy group's
reliance on non-Web, mostly print sources.
A small number of respondents had purchased a cruise, but I
regard their responses as strongly suggestive.
When asked to cite their most important research sources
(primary and secondary combined), 53% cited agents, but other
sources in order were brochures, 44%; advertising, 38%; travel
magazines, 22%; the Internet, 13%, and guidebooks, 9%.
When choosing a destination -- and this involved a majority of
survey respondents -- the Web was cited most, by 45%, as a primary
or secondary source, followed by agents, 35%; brochures, 30%; ads
and guidebooks, both at 17%, and travel magazines, 13%.
When choosing hotels, the ratings were Web, 32%; agents, 28%;
brochures, 20%; ads, 18%; guidebooks, 15%, and travel magazines,
9%.
For car rentals, they were agents, 30%; ads, 23%; Web, 18%;
brochures, 10%; travel magazines, 7%, and guidebooks, 1%.
These Web-savvy travelers seem to rely most on agents, the Web
and brochures for travel research in the segments mentioned.
But their resource choices vary widely, depending on what they
are looking for.
At a minimum, can we say we live in interesting (marketing)
times?
• • •
In the Aug. 21 Keystrokes on my "Halifax fam," I referred to the man who
founded Nova Scotia's first bank. He was a privateer, meaning he
was paid by Britain to raid enemy vessels, and that meant his
wealth was stolen legally.
Although I did not name the banker, David Collins, president of
ARC, knew him immediately because this colorful character was his
direct ancestor, Enos Collins.
Another interesting tidbit is this piece of Collins family lore:
It is said that old Collins (not David) was a partner at some time
with Samuel Cunard, the Halifax-born man who went to England and
gave his name to a steamship company.
Now for your burning question: What happened to the Collins
family wealth? Long gone, David says. You will note he works for a
living.