More U.S travel booked online than offline

January 8, 2008

For the firs time ever more travel in the U.S. was booked online than was booked offline in the last year. This is according to the PhocusWright Consumer Travel Trends Survey.

The study said that 51% of US travel was booked online in 2007, and it projected that percentage to increase to 56% in 2008 and 60% in 2009.

The survey also said that travel products with multiple components, such as packages, are being purchased less frequently online, while simple components – plane tickets, for example – are being purchased more frequently.

That last point is really interesting! I’ve always assumed that as online booking systems get more sophisticated users would become more comfortable with booking packages online. It would seem not! Something to be said for keeping it simple perhaps, maybe all the new technologies and booking processes being thrown at users are actually overkill and making it more confusing than it used to be? Or perhaps dynamic packaging is not proving the hit with consumers that it is with suppliers? An interesting point, and one I’ll be keeping an eye on as I’m predominantly in the package industry.


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