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Viewing report
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PhoCusWright's Online Traffic and Conversion Report Second Edition
PhoCusWright, Feb 2011, Pages: 32
Travelers generate millions of clicks every day as they look up prices, read reviews, flip through pictures, watch videos and map itineraries in the quest to design the perfect trip. Suppliers and online travel agencies (OTAs) still drive the core of Web activity today, but nontransactional categories like traveler review websites, lead generators and metasearch engines now represent an indelible part of the online travel world.
PhoCusWright partnered with Boston, MA-based Compete Inc. to measure and track the increasingly complex flow of Web traffic and bookings. PhoCusWright's Online Traffic and Conversion Report Second Edition studies two critical online consumer-behavior metrics: traffic (monthly unique visitors) and conversion (the percentage of monthly unique visitors who complete a transaction). Using these core metrics, the report analyzes major categories within the travel vertical, including both transactional and nontransactional sites. Individual products – such as air, hotel and car rental – are tracked to explore the dynamic between supplier sites and OTAs, as well as how nontransactional sites – such as deal publishers and review sites – affect conversion.
Key topics include:
- Traffic to key transactional and nontransactional travel website categories (January 2008 – June 2010)
- Analysis of OTA versus supplier traffic for individual product categories (air, hotel, car, cruise, package)
- Conversion rates by product category and channel
- Cross-visitation dynamics for air, hotel and car products, including product shoppers who also visited nontransactional categories
- Snapshots of TripAdvisor and Kayak and impact of visitation on hotel/air conversion
While online travel has reached mature status, it still remains a dynamic marketplace of winners and losers. PhoCusWright's Online Traffic and Conversion Report Second Edition illuminates the key trends that are shaping where consumers click and how they book.
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