Researching Travel Online

Researching Travel Online module analyses how Canadians use the Internet to research and plan their pleasure travelling. Aimed at bringing valuable insights to marketers working in the travel sector, with Researching Travel Online we:

• Gauge the overall importance of the Internet for travel preparations as well as the overall satisfaction with travel sites that online Canadians visited last year
• Analyse the frequency and destinations of pleasure travel by online Canadians during 2004, as well as the planned frequency and destinations for 2005
• Identify online and offline sources used for planning and buying travel during 2004
• Measure the usage of the Internet in travel preparations during year 2004, as well as the planned usage during year 2005. The influence of the Internet in travel preparations is assessed through the incidence of various online activities that people may do while researching their holiday arrangements
• Analyse the awareness and response to various travel-related online marketing tools - banners, pop-ups, e-mails, viral marketing (word-of-mouse), subscribing to mailing lists
• Reveal the importance that consumers attach to selected features of travel-related Web sites (information on destinations, detailed description of vacation packages, quality photographs of rooms and amenities, downloadable travel catalogues, multiple options to contact customer service and the ability to submit and read user comments and reviews)
• Measure user satisfaction with the selected features on travel Web sites that they visited during the least year
• Gauge the proportion of total household travel spending that was spent online in 2004

For more information, read our news release, take a look at the order form or contact Darko Radjevic.