Improvements Could Make Consumers Open to Online Travel Package Purchases

December 30, 2003

Improvements Could Make Consumers Open to Online Travel Package Purchases
December 30, 2003 – While less than 30 percent of U.S. consumers have purchased a pre-packaged vacation online, a majority (68 percent) said they would like to do so for their next vacation, according to a new study by Vividence and PhoCusWright.

The study, conducted among 1,500 Internet users in various stages of vacation planning, revealed travel companies need to make improvements in their online packages. Seventy-three percent of those polled expressed frustration at the inflexibility of travel packages currently offered on the Internet.

Other reasons for not considering purchasing a vacation package online were:

I can put together a better deal on my own (68 percent)

I want to be able to select the providers I use (50 percent)

Packages do not include the amenities I am looking for (32 percent)

I want to use companies where I am a rewards member (24 percent)

But with improvements, those polled said online travel package purchasing would probably offer them a better price (84 percent), save them time (77 percent), let them book all services with one company (69 percent), and make it easier for them to coordinate arrangements with others in their travel party (38 percent).

To access the preliminary findings of the survey, go to http://www.vividence.com/public/research/consumer+tracking+and+discovery/vacation+packages.htm.