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BizReport : Research : June 03, 2008
Americans yet to book vacations go online
Despite the current economic environment many Americans plan to take a summer vacation, albeit closer to home and using more affordable transport than in previous years. However, many are yet to book their vacations and marketers need to know where to go to target these last-minute consumers.
Two-thirds of American families have yet to book their summer vacation, according to a recent survey by AOL’s Platform-A Strategic Insights group and consumer research firm OTX. That means there remains plenty of opportunity for marketers to get their message across.
Online marketers in particular should take heed of these figures as 75% of those surveyed plan to make a hotel booking, rent a car or purchase air tickets via the Internet. Anne Hunter, Vice President of Platform-A’s Strategic Insights group, believes it’s never too late to market to those planning a summer vacation and that with many consumers watching what they spend price promotions are popular. “Even in the early summer months, advertisers can influence vacation decisions with price-focused offers that will be appealing in the current economic environment,” she said.
Many families use the Internet to plan their vacations online and 74% of those surveyed did so. Of that number, 72% use search engines, 58% visit online booking sites, 26% use consumer testimonial sites and 19% browse travel information sites.
“Knowing where travelers go online for ideas is powerful information,” Hunter said. “Online retargeting technology makes it easy for travel marketers to reach in-market consumers who’ve been conducting specific research, and then bring them back to their own sites for booking or conversion.”
Tags: online advertising, online travel
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Comments
This information is great for our company who does retargeting for our clients. I love being able to give our sales reps relevant articles that can be useful for displaying a sense of urgency in getting their campaigns up and running! Thanks for the post! I look forward to reading more.
Posted by: Kim Stearns on June 3, 2008 21:33