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PhoCusWright's Online Traffic and Conversion Report
PhoCusWright, Sep 2009, Pages: 52
Powerful trends are changing the way consumers use the Internet to plan their travel. In the early days of online travel, Web sites were preoccupied with the all-important task of booking reservations and their offerings reflected this priority. Now that online reservations are commonplace, consumers want tools to make better decisions in the planning and shopping process. Innovation has risen to meet demand in many forms, including user-generated content, metasearch and semantic search.
PhoCusWright has partnered with Compete Inc., to decipher the trends shaping how U.S. consumers are using today's vast and varied landscape of travel sites, and how patterns have changed over the past several years. PhoCusWright's Online Traffic and Conversion Report provides an overview of two critical online consumer behavior metrics: traffic (monthly unique visitors) and conversion (the percentage of monthly unique visitors who complete a transaction within the month). Using these core metrics, this report presents an analysis of major categories within the travel vertical, including both transactional and nontransactional sites. Individual sectors, such as air, hotel and car rental, are analyzed to explore the dynamic between supplier sites and OTAs, as well as how nontransactional sites, such as deal publishers and review sites, affect conversion.
PhoCusWright's Online Traffic and Conversion Report analyses:
- Travel Web site traffic
- Conversion rates
- Defection and switching
- Transactional categories: Air, hotel, car and cruise suppliers and online travel agencies
- Nontransactional categories: Travel guides, lead generators, metasearch, planning and reviews, destination and tourism
- Traffic reviews: Southwest Airlines, Hilton, Expedia, TripAdvisor and Kayak
Travelers have a wealth of information at their fingertips scattered across thousands of travel Web sites. As a result, travel companies need to understand which sites and categories travelers are visiting during each phase of the travel planning process, and what impact this visitation has on bookings. Only then can suppliers and retailers make efficient ad placement, marketing and partnership decisions
Also available
PhoCusWright’s Online Traffic and Conversion Report: Metasearch, Reviews and Other Nontransactional Categories
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