billion spent on American domestic
travel sites in Q1 2002
$6.9 billion spent on American domestic
travel sites in
51.2 million surfers, a 12% increase between February and March
2002 on travel sites
Business travel: even though Internet users still believe that lower fares are to be found online, traditional
travel agents are still cheaper
Airline sites' achievement measured by Jupiter MediaMetrix
is the fact that these figures indicate an increase of 87% for travel
sites versus the same period in 2001.
This increase being so huge, Comscore specifies that, despite the period concerned, these sales are already much higher than the ones witnessed in the summer of 2001.
we do not have the whole forecast for the year 2002 yet, it already seems
that it should confirm the eTourism increasing power and that this year
is going to be a good one for all the actors who have managed to convert
their lookers into buyers.
million surfers, a 12% increase between February
and March 2002 on travel sites
These figures are confirmed by the sales registered by Comscore Networks (see previous article) that indicate a similar growth of the sector.
If we take all surf sessions into account, Netrating noticed that 43% of all Internet users visited an online travel site at least once in March 2002, which confirms the predominance of the sector in all the surf sessions.
We can also notice that online travel agencies are growing much faster than airline web sites.
This is how, among the top ten sites that registered a higher number of visits in March 2002, we have 7 online travel agencies (Orbitz included, which is a bit particular) for 3 airline companies only.
According to Nielsen Netratings, Expedia arrived first in March 2002, with as many as 11.6 million unique visitors.
Travelocity came second, with 10.2 million unique visitors.
Orbitz came third (6.5 million), followed by Southwest Airlines (5.2 million), then came Cheap tickets (4.4 million), American Airlines (4.2 million), Yahoo! Travel (4.2 million), Delta Airlines (3.9 million), Priceline (3.8 million) and AOL travel (3.6 million).
It also proves interesting to notice that the travel channel of the two biggest portals managed to remain among the top ten eTravel web sites. Please also note that Yahoo! travel is ahead of AOL Travel, when the latter was considered as the top one for a long time. Similarly, it seems that the "Orbitz bet" is a real success as we can see that this American airline federative web site does much better than individual web sites, even though it has only been online for less than a year, which is all the more striking as we know that it is a brand new company that still needs to assert itself in order to be at the height of its power.
This achievement for Orbitz, whose marketing expenses are rather significant, is a very strong indicator for Opodo, its European counterpart.
to Nielsen Netratings, the average American Internet user spent, at the
rate of 36 sessions per month, an average of 19 hours and 50 minutes online
in March 2002, which represents an hour more than in February (18 hours
and 44 minutes).
travel: even though Internet users still believe
that lower fares are to be found online, traditional travel
agents are still cheaper
Indeed, according to Topaz, corporate travel agencies would be offering fares that average $170 per itinerary less than fares offered on the Internet sites, including sites such as travelocity.com, expedia.com, cheaptickets.com or even orbitz.com.
The results of the study conducted by Topaz indicate that fares offered online, compared to fares that can be obtained by companies using corporate travel agencies, would be 27% higher.
It goes without saying that not all companies can obtain such preferential fares through their traditional travel agency.
Topaz International emphasizes the fact that, in order to reach that goal, a managed travel program is required. It implies that a policy of travel program management must be wholly integrated between the corporate travel agent and said company.
To reinforce this study, Topaz International indicated that it found lower fares on the Internet less than 7% of the time.
implication, what this means is that 93% of the time spent by business
travellers on the Internet to find lower fares... only results in wasting
both their time and their money!
|Airline sites' achievement measured by Jupiter Media Metrix|
of unique visitors
These five criteria put together make it possible for Jupiter Media Metrix to establish an effectiveness index of said sites. Such index will be updated every six months.
Airline Core's consolidated results: