Kayak.co.uk is the latest online travel business to try to generate some consumer-facing PR by telling everyone that the Brits will continue to travel despite the tough economic conditions etc, etc...
But there’s a paragraph in the release which might be of interest to Travolution’s readers. When asked about booking,
‘nearly every respondent (96%) said they preferred to research holidays online
instead of visiting a high street travel agent (2%) in order to research new and
exciting destinations and to find the best deals.’
So people who respond to online surveys on a travel web site use travel web sites to buy travel. No surprise there then, other than the fact that one in fifty kayak users still thinks they can get a better deal and advice on the high street!
But there’s more:
Almost half of respondents (46%) typically visit between two and five travel
websites and nearly a third (31%) will visit up to ten. A dogged 20% of
respondents, intent on thoroughly researching holiday destinations and finding
new ways to trim costs, will visit 11 or more travel websites.
This provides a nice contrast with some research put out by Google at the start of the year which said that consumers visit on average 22 travel websites before booking.
It looks as if customers are evolving – those who have cottoned onto kayak are more targeted in their searching than people starting out from Google.
Martin Cowen, chief writer, Travolution