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BizReport : Ecommerce archives : March 22, 2012

Research shows Americans to travel more, book more online

Concerns about the economy still linger but, according to a Travelocity survey, vacations aren't taking a back seat. More Americans plan to get away this year than last and, as new research from shows, more travel arrangements will be made online.

by Helen Leggatt

Travelocity's annual "Traveler Confidence Report" found that a majority of consumers (53%) plan to travel more in 2012 than they did in 2011, an 18 percentage point year-on-year increase from 2011.

"While increases in spending are being driven by higher prices, travelers are taking more vacations and trips that are longer and farther away this year compared to last," said Carl Sparks, President and CEO, Travelocity Global.

Of those respondents who intend to travel more this year, almost two-thirds plan to increase their travel budget, while slightly more than one-third will travel more without allocating more dollars to travel, indicating they plan to stretch their dollars further.

Many of those travelers will book their travel online. According to new figures released by in their "Global Online Travel Report 2012", revenue generated in the US online travel market is forecast to increase this year by "a low double digit percentage figure".

In 2011, half of online travel products were purchased via online travel agents, says's report, followed by search engines and the websites of tour operators.

"The trend to book travel arrangements online will continue in 2012 - especially in emerging economies such as China, India and Brazil," says in a press release. "In line with this trend the share of the online segment compared to the total travel market is expected to increase to almost one third worldwide. However, in 2011 the value of the US online travel market was still higher than that of Great Britain, China, India and Brazil combined."

Tags: consumer insight, online travel, travel, travel agency, travel market

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