The Internet as a trip starting point.
Roughly a quarter of US Internet users traveled on a commercial airline or booked a hotel in both 2005 and 2006, according to PhoCusWright's "Consumer Travel Trends Survey Ninth Edition."
Yet the proportion of people doing these things fell by a
percentage point between 2005 and 2006. With the number of
Internet-using travelers steady, will competition for their attention
increase?
For certain travel products, consumers find the Internet ideal for conducting research but not for booking reservations. Burst Media
found that a much higher percentage of survey respondents planned to
research online and book offline hotel accommodations (50.1%) than
airline flights (39.2%) or car rental reservations (12.2%).
Generally speaking, the more complex the travel product, the
more likely it will be researched online but booked offline. Travelers
who book offline cite help from live customer service agents as a major
incentive.
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