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Some Search and Travel Statistics from Yahoo

Kristen Fowler Lindsey - Saturday, May 21, 2005

I'll keep it short today, since it is Friday. Ran across some very interesting stats on travel and search this morning. These stats were cited by a Yahoo representative on a panel at the TravelCom conference:

  1. 76 percent of online travel purchases are preceded by search.
  2. Consumers average six searches before any travel purchase.
  3. 50 percent of searches include two words or more.

Some more findings offered by Keynote Systems in a recent webinar:

  1. The average online travel purchaser visits 5.5 sites before pulling the trigger.
  2. 44% of a survey's respondents purchasing a vacation package went online as soon as they decided to take a vacation. (NOTE - NOT when they had already chosen their destination)
  3. Survey respondents booking hotel rooms online cited customer service as the most important factor leading them to book.

This is just a laundry list, and I will let you take away what you will from them. All right, no I won't. Some take-aways from these stats:

  • Search marketing needs to be a major aspect of your online marketing
  • Resign yourself to the fact that your site visitors will look at four and a half of your competitors in addition to you
  • Sale of a destination online is IMPORTANT, whether you do it yourself or else if your destination marketing organization is doing it.
  • Hotels - focus on that customer service, even online!

Have a good weekend, all.

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