80% OF TRAVELERS USE THE INTERNET TO PLAN A VACATION
Digging deeper into the survey carried out by Burst Media, a leading provider of advertising representation, services and technology to independent Web Publishers, nearly all (80.3%) summer travelers indicated they will use the Internet to help plan their vacations.
More startling than that - the survey also revealed the significant connection between affluence and Internet usage for travel planning. Among income segments, respondents reporting household income (HHI) of $100,000 or more were most likely (88.2%) to use the Internet to help plan their summer travel.
"Consumers are actively using the Internet as an information resource and a place to make travel purchases," said Chuck Moran, VP of Marketing for Burst Media. "Online advertisers can benefit greatly from leveraging the web's ability to target specific travel audiences – such as families, and the affluent - with content that is highly meaningful and engaging to the viewer."
When asked to select what features/content of a travel website make them return to it, respondents cited destination information (46.3%) and the ability to check flight, hotel and car rental rates/availability (45.2%) as the most popular options.
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