While the number of Americans using the Internet appears to have reached a plateau, those who plan and book trips or vacations online continues to climb rapidly, according to a new study released by the Travel Industry Association of America.
The results of this research don’t surprise me at all. I’ve long advocated that as the web matures overall growth rates will decline but that the travel category will record above average increases as online travel websites become more sophisticated. This has happened, but much more needs to be done to make the online travel purchasing experience fast, easy and above all enjoyable.
Destination sites should take this result as a positive, with half the audience visiting their sites, but a the same time many should ask themselves why they still turn away this these visitors when it comes to the actual booking, rather than offering a one-stop shopping experience for visitors that often are ready to purchase.
This should be a no brainer and generate much needed revenue for DMOs that are chronically short of funding by their governments or local constituents.