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TRAVELERS’ USE OF THE INTERNET

2004 Edition

Prepared By the

Research Department of the

Travel Industry Association of America

$200

ISSN: 1537-7393

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Copyright © 2004 Travel Industry Association of America

All rights reserved. This report is for use within the purchaser's own organization only. Travel Industry Association data or information may not be reproduced or communicated by any means to other people, organizations or to the media without prior permission from the Travel Industry Association of America.

Travelers’ Use of the Internet, 2004 Edition was prepared by: Margaret Patkose

Senior Marketing Research Analyst

Andrea M. Stokes

Director, Marketing and International Research

Dr. Suzanne D. Cook

Senior Vice President, Research and Technology

1100 New York Avenue, NW Suite 450

Washington, DC 20005-3934

www.tia.org

The mission of the Travel Industry Association of America (TIA) is to represent the whole of the U.S. travel industry to promote and facilitate increased travel to and within the United States. TIA’s Research Department seeks to meet the research needs of TIA members and the travel industry by gathering, conducting, analyzing, publishing and disseminating economic, marketing, and international research that articulates the economic significance of the travel and tourism industry at national, state and local levels; defines the size, characteristics and growth of existing and emerging travel markets; and provides qualitative trend analysis and quantitative forecasts of future travel activity and impact.

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TRAVEL INDUSTRY ASSOCIATION OF AMERICA

The Travel Industry Association of America (TIA) is the national unifying organization of the U.S. travel and tourism industry. Through its research department, TIA provides the industry with a dedicated resource for current travel statistics and economic and survey research.

RESEARCH PUBLICATIONS...

TIA provides a variety of reports that detail U.S. resident travel in the United States. Reports include the economic impact of travel on a national and state level, trip characteristics and forecasting information. Also available through TIA are special segment studies that address such topics as the business traveler, historic/cultural traveler, mature traveler, minority traveler, domestic hotel/motel traveler, national parks traveler, and auto traveler.

ECONOMIC STUDIES...

The Travel Economic Impact Model (TEIM) is the only national model that produces estimates of the economic impact of travel at the national, state, and local levels. The model provides states, cities, and regions with reliable estimates of economic impact and enables government officials and legislators to make intelligent policy decisions concerning the travel and tourism industry.

TRAVELSCOPE®...

TravelScope®, the cooperative travel survey, provides each participant with detailed trip and traveler characteristics data through its monthly mail sample of over 25,000 U.S. households. TravelScope is unique in that market research is now available on a state/city destination level at a very reasonable cost.

INTERNATIONAL RESEARCH…

TIA's program of International Research provides the travel and tourism industry with both reports on key tourism generating countries and regions, and IVIS®, a Web based source of data on outbound travel and arrivals to the United States from top tourism generating countries. Reports published in 2004 include an in-depth study of emerging travel-markets as well as reports on current key tourism generating markets. These reports include country information and visitor profiles to help the industry target these markets.

IVIS®, the International Visitor Information System on TIA's website, provides the travel and tourism industry with an expanding menu of international travel data and analyses for the top tourism generating countries to the United States. IVIS includes the Market Share Indicator Report, now called MSI Online, allowing users to generate custom tables and graphs of key travel and economic indicators. IVIS gives users the information they need to leverage international marketing dollars.

PUBLICATION SUBSCRIPTIONS...

TIA offers four annual Research Subscription Packages:

2004 Domestic Basic Package: $850 member/$1,300 non-member 2004 Domestic Comprehensive Package: $1,400 member/$2,200 non-member 2004 International Package:

$800 member/$1,250 non-member 2004 Premier Package:

$2,150 member/$3,400 non-member

To find out more about these subscriptions, refer to www.tia.org/Pubs/subscriptions.asp.

The recognized source for domestic and international travel and tourism research.

For information on TIA

membership or our research and

publication services, call

(202) 408-8422 or go to

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TABLE OF CONTENTS

TABLE OF CONTENTS

Introduction ...1

Executive Summary ...3

Current Use of the Internet in the U.S. ...5

Internet Use Among Travelers...7

Demographic Profile of Online Travelers...10

Use of the Internet for Travel Planning Online Travel Planning...11

Demographics of Online Travel Planners ...12

Purpose of Trips Planned Online...13

Portion of Planning Done Online ...13

Types of Internet Sites Used for Online Travel Planning ...15

Types of Travel Planning Done Online...16

Use of the Internet for Travel Reservations Online Travel Reservations and Booking...17

Demographics of Online Travel Bookers ...18

Purpose of Trips Booked Online ...19

Portion of Booking Done Online...19

Travel Products/Services Purchased Online...20

Annual Online Travel Spending ...21

Types of Internet Sites Used for Travel Booking...22

Use of the Internet Across Demographic Segments Online Traveler Demographic Segments ...24

Trends in Online Planning Among Various Market Segments ...25

Trends in Online Booking Among Various Market Segments...26

Travel Website Subscriptions ...27

Influence of Email Travel Promotions ...28

Appendices:

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INTRODUCTION 1

INTRODUCTION

Today, the Internet is a perfect vehicle for the travel industry as online travel websites let consumers have power over their travel planning and provide consumers a quick and easy way to book travel. In 1993, the Travel Industry Association of America (TIA) began surveying consumers about their acceptance of new technologies for planning and purchasing travel. With this survey, TIA established an ongoing survey vehicle to track consumer use of the Internet for travel planning and booking. Since 1996, TIA has tracked and reported travelers’ use of the Internet, with changing areas of focus as travel technology has evolved. The Travelers’ Use of the Internet, 2004 Edition is the ninth edition of this report.

During July 2004, 1,300 randomly selected American adults, including approximately 1,000 travelers, were interviewed by telephone about their use of the Internet for travel. This study was conducted as part of the TIA Travel Survey, a quarterly telephone survey among a representative sample of U.S. adults. (See Appendix A for a description of TIA Travel Survey methodology.) Survey topics included use of the Internet for travel planning and booking; use of traditional travel information sources; and trips taken due to email announcements of promotions, discounts, or special offers from subscriptions to travel-related websites.

As of July 2004, over half of American adults age 18 or older (56%) claimed they currently used the Internet, either at home, work/school, or both. (Note: the incidence of adults with Internet access is often higher than this because those with access may claim they do not currently use the Internet.) Past-year travelers* are more likely than all adults to say they currently use the Internet (67%). Nearly half (44%) of travelers use the Internet for travel planning, while three in ten (31%) use it to make travel reservations. Not surprisingly, frequent travelers are more likely than infrequent travelers to indicate they use the Internet.

INCIDENCE OF INTERNET USE, 2004

Among U.S. Adult Population Among Traveling Population* (Size in millions) (213.9) (145.7) Online Travelers 46% 67%

Use the Internet and made travel plans online 30% 44%

Use the Internet and made travel reservations/bookings online 21% 31%

Use the Internet and traveled for business in past year 14% 20%

Use the Internet and traveled for pleasure in past year 43% 63%

Use the Internet and traveled frequently in past year

(took five or more trips in the past year) 21% 31%

Source: Travel Industry Association of America

*A traveler is defined as an adult who took at least one trip 50+ miles away from home, one-way, in the past year (not including commuting to/from work or school).

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INTRODUCTION 2

This report examines current use of the Internet for travel planning and booking among several market segments:

American adults (213.9 million)

Travelers* (145.7 million adults), including:

Business travelers (37.2 million, 26% of travelers) Pleasure travelers (136.4 million, 94% of travelers)

Frequent travelers (take five or more trips in the past year: 61.3 million, 42% of travelers)

Online travelers (98.3 million travelers who currently use the Internet), including:

Online travelers who use the Internet for travel plans (63.8 million, 65% of online travelers) Online travelers who use the Internet for travel reservations (44.6 million, 45% of online travelers) Online business travelers (29.2 million, 30% of online travelers)

Online pleasure travelers (91.8 million, 93% of online travelers) Online frequent travelers (45.4 million, 46% of online travelers)

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EXECUTIVE SUMMARY 3

EXECUTIVE SUMMARY

Current Use of the Internet in the U.S.

• In 2004, the Travel Industry Association (TIA) estimates that 56 percent of the 213.9 million adults in the U.S. currently use the Internet, similar to 2003 (54%). This translates to 120 million adults. Internet penetration among U.S. adults is no longer experiencing the rapid growth seen in the late 1990s and has likely reached a plateau.

• Today, most (82%) of the 120 million adults who currently use the Internet indicate they are travelers, meaning they have taken at least one trip of 50 miles or more away from home in the past year, not including daily commuting. This translates to a market of 98.3 million travelers who use the Internet, or “online travelers.”

• Among the 145.7 million U.S. past-year travelers today, 67 percent use the Internet. Frequent travelers taking five or more trips annually, have an even higher likelihood of using the Internet (74%).

Use of the Internet for Travel Planning and Reservations

• As growth in the number of online travelers has slowed, so has the number of online travelers who actually use the Internet for travel planning. Similar to 2003, a majority (65%) of online travelers say they consulted the Internet to get travel and destination information in 2004. This translates to 63.8 million online travel planners, or 30 percent of the U.S. adult population.

• Today, one quarter (26%) of online travel planners claim that some of the trips they planned on the Internet in 2004 were for business or convention purposes, a similar share as in 2003. Not surprisingly, nearly all (94%) online travel planners say that at least one trip planned on the Internet in the past year was for pleasure, vacation, or personal purposes.

• Many online travel planners continue to do much of their trip planning online. Most (76%) of those planning trips online say they do at least half of their travel planning on the Internet, a higher share than in to 2003 (69%). Online travel agency websites (such as Microsoft Expedia, Travelocity, or Priceline) (70%), company-owned websites (airlines, hotels, etc.) (60%), and search engine websites (59%) continue to be the most popular types of websites used. Half (50%) of online travel planners also use destination websites to plan their trips.

• Online travel planners do a variety of trip planning activities on the Internet. Searching for airfares and schedules (69% vs. 62% in 2003) and rental cars (41% vs. 36% in 2003) became more popular in 2004.

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EXECUTIVE SUMMARY 4

• While the number of Americans planning trips online has remained relatively stable, the share of online travel planners who also book travel online continues to grow. Indeed, 70 percent of online travel planners, or four in ten (45%) online travelers, are booking or making travel reservations online. This may include booking an airline ticket, hotel room, rental car or package tour online. Today, there are 44.6 million online travel bookers.

• The share of online bookers making all of their travel reservations online continued to increase significantly in 2004. Today, 40 percent of online travel bookers claim to make all of their travel purchases online, versus 29 percent in 2003. Importantly, the vast majority (83%) of online bookers are using the Internet to do at least half of all their travel booking.

• Among those who have booked travel online in the past year, the most popular item to purchase online is airline tickets (82%), an increase over 2003 (75%). Reserving overnight lodging accommodations is also quite popular today (67%).

• Use of online travel agency websites by online travel bookers, such as Expedia, Travelocity, and Priceline became more widespread in 2004 (69% vs. 63% in 2003). Compared to 2003, a lower share of online travel bookers make travel purchases on airline, hotel, or rental car company websites that sell directly to consumers (54% vs. 63%) and/or destination websites (31% vs. 44%).

• Among travelers today, Internet users are about as likely to be women (51%) as men (49%). Nearly half (47%) of online travelers are Baby Boomers (roughly age 35-54). A majority (66%) of online travelers are married and four in ten (42%) have children at home. About four in ten (38%) are college graduates. A majority (62%) are employed full-time. The average annual household income of online travelers is $73,000. The demographic profile of online travelers who plan and/or book travel online is not much different from that of overall online travelers. Yet, there are some differences in use of the Internet across online traveler age and annual household income groups.

Influence of E-Marketing on Travel

• Travel suppliers such as hotels and airlines, as well as online travel agencies, have been successful in using email marketing to communicate with current and potential customers. Whether or not they planned or booked travel online in 2004, 37 percent of all online travelers (36.0 million) say that they have subscribed to or registered their name with travel websites in the past. Of online travelers who have subscribed to or registered on travel websites, nearly half (47%) say they have registered with three or more travel websites in the past.

• With millions of online travelers receiving email promotions or offers because they have registered with a travel website, it seems that these promotions do indeed influence some consumers to take a trip or trips they otherwise would not have taken. In 2004, one in ten

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CURRENT USE OF THE INTERENT IN THE U.S. 5

CURRENT USE OF THE INTERNET IN THE U.S.

The TIA Travel Survey, conducted in July 2004, estimates that 56 percent of the U.S. adult

population currently uses the Internet*, similar to 2003 (54%). (Note: Some adults claim they do not currently use the Internet, even though they may have access to the Internet.) This translates to about 120 million adult Americans who currently use the Internet, an increase of 5.3 percent over 2003. Internet penetration among U.S. adults experienced rapid, double-digit growth in the late 1990s; however, the growth rate of Internet use by Americans has slowed considerably over the past few years.

As a comparison, Nielsen//NetRatings reports that in July 2004 about 50 percent or 136.6 million Americans (age 2 and older) went online from home that month.**

* Defined as currently use the Internet at home, work or school, or both.

** Nielsen//NetRatings’ tracking system includes Internet applications, and calculates active users as the number of people that actually go online in a given month, rather than the number of people with access.

Internet Use in the U.S.*, 1996-2004

51 77 91 101 110 113 114 120 30 0 20 40 60 80 100 120 140 1996 1997 1998 1999 2000 2001 2002 2003 2004 Millions of U .S. A dult s

*Defined as currently use the Internet at home, at work or school, or both.

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CURRENT USE OF THE INTERENT IN THE U.S. 6

Most (91%) online Americans use the Internet at home; 55 percent go online at work or school. A smaller number (9%) claim that work or school is the only place they access the Internet.

The demographic makeup of online Americans differs considerably from those who do not use the Internet. Average Internet users are younger than non-users, with an average age of 42. Internet users are much more likely than non-users to be married and have children at home. In addition, they are more apt to be college-educated, be employed full-time, and have a higher average annual household income. The following is a more detailed comparison between Internet users versus non-users:

younger average age (42 years for Internet users vs. 50 years for non-users)

married (65% vs. 47%)

with children in household (43% vs. 33%)

some college or more (70% vs. 31%)

post-graduate work (12% vs. 4%)

employed full-time (61% vs. 40%)

retired (11% vs. 30%)

higher average annual household income ($68,000 vs. $34,000)

Compared to Internet users, non-users of the Internet tend to be older and less educated. Specifically, nearly half of non-users (43%) are age 55 or older, compared to 20 percent of Internet users. A large majority of non-users (69%) have a high school education or less, compared to 30 percent of Internet users. In addition, three in ten (30%) non-users are retired, compared to only 11 percent of users.

Internet Usage, 2004 (Among 120 million Internet Users)

Home Only 45%

Work or School Only 9%

Both 46%

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INTERNET USE AMONG TRAVELERS 7

INTERNET USE AMONG TRAVELERS

Most travelers today are computer and Internet-savvy. Indeed, TIA estimates that 85 percent or 544.9 million domestic trips* in the U.S. in 2003 were taken by households that own a personal computer. Furthermore, 80 percent, or 516.0 million trips in 2003, were made by households that have access to the Internet.

So, it is not surprising that there continues to be a high correlation between Internet use and travel. Most (82%) of the 120 million adults in the U.S. who currently use the Internet indicate they have taken at least one trip of 50 miles or more away from home in the past year, not including daily commuting. This translates to two thirds (67%) of past-year travelers** (98.3 million) who currently use the Internet, or “online travelers.”

The incidence of Internet use among the traveling population increased steadily until 2001. Similar to the incidence of Internet use among the general population, Internet use among travelers has remained relatively flat over the past four years. As would be expected, a higher percentage of those traveling frequently (taking at least 5 trips per year) are online (74%).

Business travelers are somewhat more likely than pleasure travelers to use the Internet. Of the 37.2 million past-year business travelers in the U.S., fully 78 percent use the Internet. Of the 136.4 million pleasure travelers, 67 percent indicate they currently use the Internet. This is the same share as for overall past-year travelers because most business travelers are also pleasure travelers.

* A trip of 50 miles or more, one-way, away from home and/or including an overnight stay, not including commuting.

** A traveler is defined as a person who took at least one trip 50+ miles away from home, one-way, in the past year (not including commuting to/from work or school).

Internet Use in the U.S. Among Past-Year Travelers, 1996-2004

29% 44% 53% 61% 68% 67% 66% 67% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 1996 1997 1998 1999 2000 2001 2002 2003 2004 % of Travel ers

*Defined as currently use the Internet at home, at work or school, or both.

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INTERNET USE AMONG TRAVELERS 8

Reflecting only slight growth in current Internet use among the general population from 2003, the number of adult online travelers in the U.S. increased slightly to approximately 98 million in 2004. Still, the online traveler market has grown 263 percent since 1996. An estimated 45 million frequent travelers use the Internet today. The growth in Internet use among this group also increased moderately in 2004.

Internet Use in the U.S., 1996-2004 Among Travelers 42 65 77 90 95 96 96 98 19 32 34 44 45 46 44 45 27 12 0 20 40 60 80 100 120 1996 1997 1998 1999 2000 2001 2002 2003 2004 Millions of U .S. A dult s

Past-year Travelers (1+ trips) Frequent Travelers (5+ trips)

* Defined as currently use the Internet at home, at work or school, or both.

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INTERNET USE AMONG TRAVELERS 9

When it comes to how travelers access the Internet, the pattern is similar to the general population. Most online travelers (90%) use the Internet at home, but many (58%) online travelers say they use the Internet at work. The same is true for frequent online travelers, where 90 percent go online at home, and 63 percent access the Internet at work.

Source: Travel Industry Association of America Source: Travel Industry Association of America

There are slight differences in how pleasure and business travelers access the Internet. Not surprisingly, online business travelers are much more likely than pleasure travelers to access the Internet both at home and at work (59% vs. 48%). On the other hand, online pleasure travelers are more likely than business travelers to use the Internet exclusively at home (43% vs. 27%).

Source: Travel Industry Association of America Source: Travel Industry Association of America

Internet Usage, 2004 Among Online Business Travelers

Both 59% Work or School Only 14% Home Only 27% Internet Usage, 2004 Among Online Pleasure Travelers

Both 48% Work or School Only 9% Home Only 43% Internet Usage, 2004

Among Online Travelers

Both 48% Work or School Only 10% Home Only 42% Internet Usage, 2004 Among Online Frequent Travelers

Work or School Only 10% Both 53% Home Only 37%

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DEMOGRAPHIC PROFILE OF ONLINE TRAVELERS 10

DEMOGRAPHIC PROFILE OF ONLINE TRAVELERS

Among travelers today, Internet users are about as likely to be women (51%) as men (49%). Nearly half (47%) of online travelers are Baby Boomers (roughly age 35-54), and one third (34%) are Generation X and Yers between 18 and 34. A majority (66%) of online travelers are married and four in ten (42%) have children at home. About four in ten (38%) are college graduates. A majority (62%) are employed full-time. The average annual household income of online travelers is $73,000, much higher than the 2003 average household income among all U.S. households of $57,810 reported by the Census Bureau.

DEMOGRAPHIC CHARACTERISTICS

Market Size (millions of U.S. adults)

2001 Online Travelers 95.0 2002 Online Travelers 95.7 2003 Online Travelers 95.8 2004 Online Travelers 98.3 Gender Male 51% 48% 51% 49% Female 49 52 49 51 Age 18-34 37% 38% 40% 34% 35-54 45 46 42 47 55+ 18 16 18 19 Household Income Under $25,000 13% 14% 11% 11% $25,000 - $50,000 33 36 35 29 $50,000 - $74,999 26 21 27 23 $75,000 - $99,999 14 13 15 16 $100,000+ 14 16 13 21

Average Household Income $64,000 $64,000 $64,000 $73,000

Median Household Income* $53,000 $50,000 $54,000 $61,000

Employment

Full-time 69% 66% 65% 62%

Education

College Graduate or More 37% 39% 38% 38%

Post Graduate Work 16 15 13 13

Marital Status

Married 58% 57% 59% 66%

Single 26 30 29 25

Divorced/Separated/Widowed 16 13 12 9

Children in Household 43% 48% 46% 42%

*Median is the point at which one half of traveling households earn more and one half earn less. Source: Travel Industry Association of America

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USE OF THE INTERNET FOR TRAVEL PLANNING 11

USE OF THE INTERNET FOR TRAVEL PLANNING

Today, 63.8 million travelers who are online are actually using the Internet for travel planning. This translates to four in ten travelers (44%), two thirds (65%) of all online travelers, and 30 percent of the general adult population. Online travel planning consists of activities such as getting information on travel products, travel services, destinations, and/or checking prices and schedules. The size of the online travel planner market remains relatively stable in 2004. Indeed, the rate of growth for online travel planning is slowing and reflects the slowing of growth in Internet use among the traveling population. Online frequent travelers (5 or more trips in the past year) are more likely than all online travelers to consult the Internet for travel planning (70% vs. 65%).

Travel Planning on the Internet, 1997-2004 Millions of U.S. Adults

1997 1998 1999 2000 2001 2002 2003 2004

Online Travelers 12.0 31.2 48.1 59.4 64.5 63.9 64.1 63.8

Online Frequent Travelers 6.0 16.1 23.5 30.8 32.0 33.8 32.6 31.7

Source: Travel Industry Association of America

Incidence of Travel Planning on the Internet, 1997-2004

69% 69% 71% 73% 74% 70% 48% 62% 66% 68% 67% 67% 65% 21% 33% 40% 46% 45% 44% 44% 51% 31% 28% 8% 30% 30% 31% 33% 7% 18% 25% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 1997 1998 1999 2000 2001 2002 2003 2004 In ci d e nce o f I n tern et T ravel P lan n in g

Among Online Frequent Travelers Among Online Travelers Among Travelers Among All U.S. Adults

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USE OF THE INTERNET FOR TRAVEL PLANNING 12

Demographics of Online Travel Planners

Online travel planners are most likely to be of middle-age (48%). The majority (65%) of online travel planners are married and four in ten (41%) have children at home. Most (63%) have full-time jobs. Four in ten (40%) online travel planners have a college degree or more. The average annual household income of online travel planners is $81,000, higher than that of online travelers in general.

DEMOGRAPHIC CHARACTERISTICS

Market Size (millions)

2004 Online Travel Planners 63.8 Gender Male 50% Female 50 Age 18-34 36% 35-54 48 55+ 16 Household Income Under $25,000 7% $25,000 - $50,000 27 $50,000 - $74,999 24 $75,000 - $99,999 15 $100,000+ 27

Average Annual Household Income $81,000

Median Household Income* $67,000

Employment

Full-time 63%

Education

College Graduate or More 40%

Post Graduate Work 16

Marital Status

Married 65%

Single 27

Divorced/Separated/Widowed 8

Children in Household 41%

*Median is the point where one half of traveling families earn more and one half earn less. Source: Travel Industry Association of America

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USE OF THE INTERNET FOR TRAVEL PLANNING 13

Purpose of Trips Planned Online

Not surprisingly, nearly all (94%) online travel planners say that some trips they planned on the Internet in the past year were for pleasure, vacation, or personal purposes. Over one quarter (26%) say some of the trips they planned on the Internet were for business or convention purposes.

Portion of Planning Done Online

While growth in the number of online travelers using the Internet to plan trips is flat over 2003, these travelers are doing more trip planning online. Three quarters (76%) of online travel planners do at least half of their travel planning via the Internet, compared to 69 percent in 2003. Indeed, one quarter (26%) do all of their travel planning via the Internet, an increase since 2003 (18%).

Portion of Travel Planning Done Through the Internet, 2004

(Among 63.8 Million Online Travelers Who Used the Internet to Make Travel Plans)

Less than 25% 11% 50 - 74% 28% All 26% 75 - 99% 22% 25 - 49% 13%

Source: Travel Industry Association of America

Purpose of Trips Planned Online, 2004

(Among 63.8 Million Online Travelers Who Used the Internet to Make Travel Plans)

Business or Convention Purposes Only 6% Both 20% Pleasure, Vacation, or Personal Purposes Only 74%

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USE OF THE INTERNET FOR TRAVEL PLANNING 14

So, most (74%) online travel planners say they do not do all of their travel planning online. These travelers claim to use a number of other offline sources for travel information to complement their use of the Internet. The most popular sources are friends, family or co-workers (55%); calls or visits to travel agents (39%); and/or calls or visits to airline, hotel, or rental car companies (35%). Other complementary sources of information include: travel guides, books or magazines (29%); newspapers (13%); and city, state or country tourism offices (13%). Compared to 2003, online travel planners report lower levels of usage for most offline information sources. The exception is travel agents, where usage increased in 2004.

Other Sources Used For Travel Planning*

(Among 47.2 Million Online Travel Planners Who Did Not Do All of Their Travel Planning on the Internet)

15% 23% 38% 41% 35% 58% 16% 17% 34% 40% 36% 62% 13% 13% 29% 35% 39% 55% 0% 10% 20% 30% 40% 50% 60% 70%

Call or Visit Tourism Office Newspaper Travel Section Travel Guides, Books,

Magazines Call or Visit Travel Company

Call or Visit Travel Agent Friends, Family, Co-workers

2004 2003 2002

*Multiple responses allowed.

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USE OF THE INTERNET FOR TRAVEL PLANNING 15

Types of Internet Sites Used For Online Travel Planning

The most popular websites used for travel planning have not changed over the past few years. Online travel agencies, such as Microsoft Expedia, Travelocity, or Priceline (70%); travel company websites such as those for airlines, lodging, and rental car companies (60%); and search engine websites (59%) are still used most often by online travel planners. Destination websites are also very popular with online travel planners (50%). Other types of sites used for travel planning include: special interest sites such as business, financial, cooking, wine or skiing sites (16%); travel guide sites such as Fodor’s, Frommer’s or Lonely Planet (11%); newspaper or magazine websites (11%); and community websites (5%). The share of online travelers using online travel agency websites for travel planning has shown a steady increase.

Types of Internet Sites Used for Travel Planning*

(Among 63.8 million Online Travelers Who Used the Internet to Make Travel Plans)

8% 16% 17% 21% 51% 62% 59% 62% 6% 11% 12% 21% 55% 67% 59% 66% 5% 11% 11% 16% 50% 59% 60% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% Community Sites Newspaper/Magazine Sites Travel Guide Sites Special Interest Sites Destination Sites Search Engine Sites Company Sites Online Travel Agency Sites

2004 2003 2002

* Multiple responses allowed.

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USE OF THE INTERNET FOR TRAVEL PLANNING 16

Types of Travel Planning Done Online

When trips are planned on the Internet, online travel planners continue to do a variety of planning activities. The most popular activities in 2004 continue to be searching for maps/driving directions (70%), searching for airfares/schedules (69%), and/or looking for places to stay (67%). Some travel planning activities have become even more popular in 2004 than in earlier years. Online travel planners are more likely to have searched for airfares or air schedules (69% vs. 62% in 2003), rental car prices (41% vs. 36% in 2003), and/or what destinations to visit (34% vs. 31% in 2003). Smaller shares of travel planners searched for things to do (49% vs. 54% in 2003), travel discounts or promotions (42% vs. 47% in 2003), and/or travel packages (35% vs. 39% in 2003).

Over one in three online travel planners (35%) search local event calendars for the destination they are visiting. In addition, four in ten (40%) online travel planners claim they use the Internet to search for dining/entertainment options at the destination.

Types of Travel Planning Done Online for Trips in Past Year*

(Among 63.8 million Online Travelers Who Used the Internet to Make Travel Plans)

33% 35% 36% 32% 44% 45% 60% 66% 66% 31% 39% 36% 40% 36% 47% 54% 66% 62% 72% 34% 35% 35% 40% 41% 42% 49% 67% 69% 70%

Searched for places to go Searched for travel

packages Searched local event

calendars Searched for dining/entertainment Searched for rental cars

Searched for travel discounts or promotions Searched for things to do Searched for places to

stay Searched for airfares/schedules Searched for maps/driving

directions

2004 2003 2002

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USE OF THE INTERNET FOR TRAVEL RESERVATIONS/BOOKING 17

USE OF THE INTERNET FOR TRAVEL RESERVATIONS/BOOKING

Online travel booking shows continued growth among those already planning travel online. (Online booking includes the actual reserving or purchasing of an airline ticket, hotel room, rental car, package tour, etc.) In fact, the percentage of “lookers” who don’t book online continued to decline in 2004 to 30 percent.

Today, 31 percent of all travelers are actually booking or making travel reservations online. This translates to 45 percent of online travelers (44.6 million) and 70 percent of online travel planners. Of the 44.6 million online travelers who book travel online, about 24 million are frequent travelers (5 or more trips in the past year). Online frequent travelers have an even higher incidence of booking travel on the Internet compared to the incidence among all online travelers (52% vs. 45%).

Made Travel Reservations Online, 1997-2004 Millions of U.S. Adults

1997 1998 1999 2000 2001 2002 2003 2004 Online Travelers 5.3 6.5 15.1 24.7 31.1 39.0 42.2 44.6 Online Frequent Travelers 2.8 4.3 7.5 15.0 17.5 22.1 23.4* 23.6

* Revised

Source: Travel Industry Association of America

Incidence of Travel Reservations/Booking Online, 1998-2004

70% 66% 61% 48% 42% 32% 19% 52% 53% 48% 39% 34% 22% 13% 45% 20% 44% 41% 33% 27% 10% 31% 29% 27% 22% 17% 10% 4% 0% 10% 20% 30% 40% 50% 60% 70% 1998 1999 2000 2001 2002 2003 2004 In ci d e nce o f On li n e T ravel Reserv a ti o n s

Among Online Travel Planners Among Online Frequent Travelers Among Online Travelers Among Travelers

(22)

USE OF THE INTERNET FOR TRAVEL RESERVATIONS/BOOKING 18

Demographics of Online Travel Bookers

The demographic profile of adults who book travel online is not much different from that of online travel planners. Nearly half (47%) of those who book travel on the Internet are age 35-54 and one third (33%) are younger adults age 18-34. The majority of online travel bookers are married (67%) and/or employed full-time (62%). Four in ten (44%) have a college degree or more. The average annual household income is $86,000. Many (40%) have children at home.

DEMOGRAPHIC CHARACTERISTICS

Market Size (millions)

2004 Online Travel Bookers 44.6 Gender Male 51% Female 49 Age 18-34 33% 35-54 47 55+ 20 Household Income Under $25,000 4% $25,000 - $50,000 26 $50,000 - $74,999 23 $75,000 - $99,999 16 $100,000+ 31

Average Annual Household Income $86,000

Median Household Income* $72,000

Employment

Full-time 62%

Education

College Graduate or More 44%

Post Graduate Work 18

Marital Status

Married 67%

Single 25

Divorced/Separated/Widowed 8

Children in Household 40%

*Median is the point where one half of traveling families earn more and one half earn less. Source: Travel Industry Association of America

(23)

USE OF THE INTERNET FOR TRAVEL RESERVATIONS/BOOKING 19

Purpose of Trips Booked Online

Nearly all (97%) of those who make travel reservations online say they made reservations for pleasure, vacation, or personal purposes for at least one trip in the past year. Three in ten (31%) online travel bookers say they made reservations for business or convention purposes, similar to 2003 (33%). Three percent say that they only make business travel bookings online.

Portion of Travel Booking Done Online

The share of online bookers making all of their travel reservations online is steadily increasing each year. In 2004, 40 percent of online travel bookers claim to make all of their travel purchases online, significantly higher than the 29 percent who did so in 2003 and the 23 percent who did so in 2002. Importantly, most (83%) online bookers are using the Internet to do at least half of all their travel booking, as compared to only 72 percent in 2003.

Portion of Travel Reservations Made Online, 2004

(Among 44.6 Million Online Travelers Who Booked Travel Online)

25 - 49% 9% 50 - 74% 21% 75 - 99% 22% Less than 25% 8% All 40%

Source: Travel Industry Association of America

Purpose of Trips Booked Online, 2004

(Among 44.6 Million Online Travelers Who Booked Travel Online)

Pleasure, Vacation, or Personal Purposes Only 69% Both 28% Business or Convention Purposes Only 3% Source: Travel Industry Association of America

(24)

USE OF THE INTERNET FOR TRAVEL RESERVATIONS/BOOKING 20

Travel Products/Services Purchased Online

For online travel bookers, airline tickets continue to be the most-often purchased travel products (82%), followed by reserving overnight lodging (67%). Also, many online bookers make rental car or recreation vehicle reservations online (40%). Other travel-related products most often bought online include cultural event tickets (23%) and travel packages (16%). Smaller shares of those booking travel online bought amusement park tickets (14%) and/or sports event tickets (13%). Compared to 2003, online travel bookers are more likely to say they used the Internet to purchase an airline ticket (82% vs. 75%), a travel package (16% vs. 12%), and/or tickets for a tour or excursion (11% vs. 4%). The share of online bookers reserving overnight lodging accommodations, while down from 2003, is up considerably from 2002 (67% vs. 57%).

Travel Products/Services Purchased Online in Past Year*

(Among 44.6 Million Online Travelers Who Booked Travel Online)

6% 6% 11% 13% 18% 12% 21% 25% 37% 57% 77% 9% 4% 10% 11% 18% 16% 12% 32% 43% 71% 75% 8% 11% 11% 12% 13% 14% 16% 23% 40% 67% 82% Cruise Tickets-Tour or Excursion Tickets-Museum or Festival Reservations for personal

sports (like golf/skiing/water sports) Tickets-Spectator Sporting Event Tickets-Amusement Park Travel Package Tickets-Cultural Event Rental Car or RV Overnight lodging accommodations Airline Ticket 2004 2003 2002

(25)

USE OF THE INTERNET FOR TRAVEL RESERVATIONS/BOOKING 21

Annual Online Travel Spending

Consumers’ average annual spending on online travel products and services continued to rise in 2004. The majority (62%) of online travel bookers spent $1,000 or more online for travel in the past year, compared to 54 percent in 2003. The share of online travel bookers who have spent $2,500 or more also increased rather significantly compared to 2003 (36% vs. 31%). Today, online travel bookers spend an average of about $2,700 online in a year, up from $2,600 in 2003.

Indeed, total U.S. online spending for travel products and services continues to grow rapidly. According to PhoCusWright, an online travel consultancy, U.S. leisure/unmanaged business online travel sales were $39.4 billion in 2003. This year, PhoCusWright predicts U.S. leisure/unmanaged business online travel sales will be $52.8 billion. Furthermore, PhoCusWright predicts that more than one third of all U.S. travel will be booked online by leisure and unmanaged business travel websites in 2006, compared to 20 percent in 2003 and 15 percent in 2002.

Annual Per Consumer Spending on Travel Services Over the Internet

(Among 44.6 Million Online Travelers Who Booked Travel Online)

10% 11% 28% 20% 31% 7% 27% 31% 5% 14% 19% 26% 36% 5% 22% 26% 21% 26% 23% 12% 0% 5% 10% 15% 20% 25% 30% 35% 40%

Less than $250 $250-499 $500-999 $1,000-2,499 $2,500 or More

2001 2002 2003 2004

*Median is the point where one half of the travelers spent less and one half spent more.

Source: Travel Industry Association of America

2004 Mean = $2,719 2004 Median* = $1,668

(26)

USE OF THE INTERNET FOR TRAVEL RESERVATIONS/BOOKING 22

Types of Internet Sites Used For Online Travel Booking

The most popular websites for booking travel continue to be online travel agency sites, which are used by seven in ten (69%) online travel bookers. In fact, these websites have grown in popularity for travel booking over the past few years. Over half (54%) of online travel bookers use company websites for airline, hotel, rental car, or packaged travel reservations, though the share has decreased from 2003 (63%). Three in ten (31%) travel bookers pay or make their reservations on search engine websites, also a smaller share than in 2003 (44%). Destination sites are used for booking travel by one in five (22%) online travel bookers.

Types of Internet Sites Used for Travel Booking*

(Among 44.6 Million Online Travelers Who Booked Travel Online)

5% 10% 12% 10% 20% 37% 57% 61% 4% 6% 9% 7% 25% 44% 63% 63% 3% 4% 5% 9% 22% 31% 54% 69% Community Sites Newspaper/Magazine Sites Special Interest Sites

Travel Guide Sites Destination Sites Search Engine Sites Company Sites Online Travel Agency

Sites

2004 2003 2002

(27)

USE OF THE INTERNET FOR TRAVEL RESERVATIONS/BOOKING 23

When comparing websites used for online travel planning versus booking, online travel agency sites such as Expedia and Travelocity are similarly popular. Travel company websites are used more often for travel planning compared to travel booking (60% vs. 54%). However, search engine websites, often the first place consumers go when beginning the travel planning process, are used much more often for planning trips versus booking trips (59% vs. 31%). Interestingly, while one in five (22%) travel bookers make reservations on state, city, and country destination websites, these websites are much more popular for travel planning (50%).

Online Travelers, 2004

Type of Website* Travel Planners Travel Bookers

(in percent)

Online Travel Agency Sites 70% 69%

Company Sites 60 54

Search Engine Sites 59 31

Destination Sites 50 22

Special Interest Sites 16 5

Travel Guide Sites 11 9

Newspaper or Magazine Sites 11 4

Community Sites 5 3

(28)

USE OF THE INTERNET ACROSS DEMOGRAPHIC SEGMENTS 24

USE OF THE INTERNET ACROSS DEMOGRAPHIC SEGMENTS

As expected, there are some differences in use of the Internet for travel across online traveler age and annual household income groups. Examining travelers’ use of the Internet across the age groups shows that while a majority of online travelers in each age group uses the Internet for travel planning, online travelers age 18 to 34 (68%) and 35 to 54 (66%) are more likely than those age 55 or older (56%) to report doing so. On the other hand, travel planners age 55 or older (85%) are significantly more likely than those younger to say they use the Internet for travel reservations/booking. Travel bookers’ average annual spending on online products and services is similar across the age groups.

Looking at annual household income groups shows that online travelers with annual household incomes of $75,000 or more are the most likely to use the Internet for travel planning (74%). When it comes to travel reservations/booking, there is no significant difference across income groups. Not surprisingly, travel bookers in the highest income group outspend those travelers with annual household incomes under $75,000, with an average spending of $3,888 on travel services over the Internet in the past year.

2004 ONLINE TRAVELER DEMOGRAPHIC SEGMENTS

Age Annual Household Income

18- 34 35- 54 55+ $25K- <$50K $50K- <$75K $75K+ (In percent) Travel Planning

Use the Internet for travel planning 68% 66% 56% 59% 68% 74%

Among travel planners, do all or 100% of travel planning on the Internet

26 28 22 31 28 23

Travel Reservations/Booking

Among travel planners, use the Internet for travel reservations/ booking

65 69 85 68 66 77

Among travel bookers, do all or 100% of travel reservations online

44 37 38 40 45 35

Travel Spending

Among travel bookers, annual amount spent on travel services over the Internet, on average

(29)

USE OF THE INTERNET ACROSS DEMOGRAPHIC SEGMENTS 25

Trends in Online Travel Planning Among Various Market Segments

While the majority (65%) of travelers who use the Internet say they plan trips online, the tendency fluctuates when online travelers are segmented demographically. Typically, the incidence of planning travel online rises with annual household income and education. The same is true in 2004.

Incidence of Online Travel Planning Among Online Travelers Who Are:

2002 2003 2004 (in percent) Gender Male 66% 65% 66% Female 68 69 64 Age 18-34 67 67 68 35-54 70 69 66 55+ 56 59 56

Annual Household Income

Under $25,000 48 54 40 $25,000 - $50,000 65 66 59 $50,000 - $74,999 64 73 68 $75,000+ 84 76 74 Education Level College Graduate 76 74 68

Not College Graduate 61 63 63

Marital Status Married 72 71 65 Not Married 58 60 65 Children in Household Yes 66 71 63 No 67 63 66

(30)

USE OF THE INTERNET ACROSS DEMOGRAPHIC SEGMENTS 26

Trends in Online Travel Booking Among Various Market Segments

The incidence of booking travel online also rises with annual household income and education. For most of the market segments, the incidence of booking online has risen from 2002 to 2004.

Incidence of Online Travel Booking Among Online Travel Planners Who Are:

2002 2003 2004 (in percent) Gender Male 58% 70% 72% Female 64 61 68 Age 18-34 54 61 65 35-54 68 72 69 55+ 59 62 85

Annual Household Income

Under $25,000 34 48 40 $25,000 - $50,000 58 59 68 $50,000 - $74,999 63 71 66 $75,000+ 71 76 77 Education Level College Graduate 71 72 77

Not College Graduate 54 62 66

Marital Status Married 64 66 72 Not Married 58 66 67 Children in Household Yes 60 67 68 No 62 65 71

(31)

TRAVEL WEBSITE SUBSCRIPTIONS 27

TRAVEL WEBSITE SUBSCRIPTIONS

Many travel websites and online travel companies offer consumers an opportunity to provide an email address and/or register their contact information on the website in order to receive information, discounts, and/or promotions. Whether or not they planned or booked travel online in 2004, 37 percent of all online travelers say that they have subscribed to or registered their name with travel websites in the past, the same as in 2003. This translates to 36.0 million consumers. The proportion is higher among online travel planners, with 48 percent saying they have registered with one or more travel websites in order to receive discounts or promotions. Not surprisingly, this proportion is even higher among online travel bookers (57%).

Of online travelers who have subscribed to or registered on travel websites, nearly half (47%) in 2004 say they have registered with three or more travel websites in the past. The share of online travelers who have subscribed to or registered on two or more travel websites is up compared to 2003 (74% vs. 69%).

Number of Subscriptions/Registrations for Travel Websites

(Among 36.0 Million Online Travelers Who Have Registered/Subscribed to Travel Websites At Least Once)

31% 25% 44% 26% 27% 47% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

One Two Three or more

2003 2004

(32)

INFLUENCE OF EMAIL TRAVEL PROMOTIONS 28

INFLUENCE OF EMAIL TRAVEL PROMOTIONS

Email marketing is pervasive today, especially in the travel industry. Travel suppliers such as hotels and airlines, as well as online travel agencies, have been successful in using email marketing to communicate with current and potential customers. With 36 million online travelers receiving email promotions or offers because they have registered with a travel website, surely such promotions influence some consumers to take a trip or trips they otherwise would not have taken. Indeed, nearly 11 million online travelers (11%) claim that they have indeed taken a trip they otherwise would not have taken based on an emailed travel promotion, discount, or offer, the same share as in 2003. In addition, travelers who book travel online are much more likely than online travelers in general to make this claim. Indeed, email promotions and discounts seem to be effective in generating some additional travel and travel spending that might not have otherwise occurred.

Influence of Email Travel Promotions in Generating Travel That Would Not Have Otherwise Occurred

(Percent Who Have Taken One or More Trips Because of a Specific Email Offer or Promotion)

11% 12% 15% 11% 14% 16% 0% 5% 10% 15% 20%

Total Online Travelers Online Travel Planners Online Travel Bookers

2003 2004

(33)
(34)

APPENDIX A A1

TIA TRAVEL SURVEY METHODOLOGY

The results in this report are based on TIA’s annual Travelers’ Use of the Internet survey conducted within the TIA Travel Survey. The TIA Travel Survey is based upon data collected each quarter by telephone interviews from a national probability sample of adults (ages 18+) representing the total adult, civilian, non-institutional population of the contiguous United States. In each of the months of January, April, July and October of 2004, 1,300 consumer interviews were completed.

The sample design consists of a sampling frame comprised of all active Working Residential Hundred Blocks in the United States. A Working Residential Block is defined as a block of 100 potential telephone numbers -- Area Code-Exchange-Next 2 digits -- that contains 15 or more residential listings in current published telephone directories. This information is updated annually and cross checked against telephone company sources to assure completeness and accuracy.

For sample generation, Working Residential Blocks are selected on a systematic nth basis, in one stage. A 2-digit random number is appended to each selected Working Residential Block to form a complete telephone number in order to produce a random sample of both unlisted and listed numbers.

This sample design assures proper sample representation of listed and unlisted households and of all geographic sub-units (e.g. ZIP code, County, Area Code and Exchange). The entire sampling frame represents 98% of all telephone households. There is an equal probability for each telephone number to be drawn for the sample.

A new national probability sample is drawn for each wave of the study. Numbers for each sample are drawn on a 4 to 1 ratio to expected completions. Each sample consists of 4,800-6,000 randomly generated numbers drawn in replicates of 1,300 numbers each, representing its own modified national probability sample. The modification to sampling boosts the Mountain region from 5% to 10% of the sample to ensure a stable base in this region. All regions are later weighted back to proper national proportions. The purpose of multiple replicates is to assure that each number receives a first attempt and 3 additional callback attempts. This procedure increases the possibility of reaching a representative population.

Individuals within households are randomly selected using the next birthday method. This method again increases the probability of any adult in any household being selected for the sample.

The sample selection and interviewing methods described above ensure a respondent base which duplicates the distribution of the actual contiguous United States population. Any slight

(35)

APPENDIX B B1

TIA TRAVEL SURVEY QUESTIONNAIRE

TRAVELERS’ USE OF THE INTERNET — JULY 2004

TRAVELERS’ USE OF THE INTERNET

ASK EVERYONE

Now I would like to ask you a few questions about using the Internet.

1. Do you currently use the Internet and/or World Wide Web either at work or school, at home, or both?

(DO NOT READ LIST. CHECK ONLY ONE RESPONSE)

Home Only ... 1

Work or School Only... 2

Both ... 3

Do Not Use the Internet... 4

Use somewhere else only ... 5

Don’t Know ... dk IF RESPONSE IS “DO NOT USE THE INTERNET”, “SOMEWHERE ELSE”, OR “DON’T KNOW” IN Q1, SKIP TO NEXT SECTION. OTHERS CONTINUE. 2. DELETED 3. In the past year, have you used the Internet to make travel plans? By travel plans, I mean things like getting information on destinations or checking prices and schedules on the Internet. Yes ... 1 (CONTINUE) No ... 2 (SKIP TO Q16) Don’t know...dk 4. DELETED 5. During the past year, how much of your travel planning did you do on the Internet? Would you say you did…(READ LIST. CHECK ONLY ONE RESPONSE) All or 100% ... 1

75% to 99% ... 2

50% to 74% ...3

25% to 49% ... 4

Less than 25% ... 5 (DO NOT READ) Don’t Know... dk

(36)

APPENDIX B B2

6. Were any of the trips planned on the Internet in the past year for… (READ LIST. CHECK ONLY ONE RESPONSE.)

Business or convention purposes ... 1

Pleasure, vacation or personal purposes ... 2

Or both ... 3

(DO NOT READ) Don’t Know... dk 7. I am going to read you a list of different types of websites. For each one, please tell me whether or not you used that type of Internet site for travel planning in the past year. (READ LIST. RECORD RESPONSE BEFORE MOVING ONTO THE NEXT STATEMENT. CHECK AS MANY AS APPLY.) Online travel agency websites like Microsoft Expedia, Travelocity, Orbitz, or Priceline.com ...1

Company sites like those for airlines, hotels, rental cars or tours...2

Search engine sites like Yahoo, Google or AOL for travel ...3

Destination sites like those for a city, state, or attraction ...4

Travel guidebook sites like those for Fodors, Frommers or Lonely Planet ...5

Newspaper or magazine sites such as New York Times, or Conde Nast Traveler...6

Community sites such as iVillage.com for travel ...7

Special interest sites such as financial websites, cooking, wine, skiing ...8

(DO NOT READ) Don’t know ...dk IF Q5=2, 3, 4, OR 5 CONTINUE, OTHERWISE SKIP TO Q9. 8. Since you did not do all or 100% of your travel planning on the Internet during the past year, what other sources for information about destinations, prices and schedules did you use for travel planning? (READ LIST. CHECK AS MANY AS APPLY.) Phone calls or visits to travel agent or agency ... 1

Phone calls or visits direct to airline, hotel, car rental or other travel company ... 2

Phone calls or visits to a city, state, or country tourism office or chamber of commerce ... 3

Travel guides, books or magazines ... 4

(37)

APPENDIX B B3

9. I am going to read you a list of different types of travel planning you can do online. Thinking about trips you planned using the Internet in the past year, which types of travel planning did you do online? (READ LIST STARTING WITH "X". CHECK AS MANY AS APPLY.)

START WITH "X"

[] Searched for places to go, meaning you hadn’t chosen a destination yet... 1

[] Searched for airline fares and schedules/flight times ... 2

[] Searched for rental car prices and availability... 3

[] Searched for hotel prices or places to stay... ….4

[] Obtained maps and/or driving directions... 5

[] Searched for things to do at the destination ... 6

[] Searched for travel packages, such as cruises, resort packages, etc. ... 7

[] Searched local event calendars at the destination ... 8

[] Searched for dining and entertainment at the destination... 9

(READ Searched for any type of travel discount or promotion ... 10

LAST) 10. In the past year, have you used the Internet to make travel reservations? By travel reservations, I mean actually booking or paying for something like an airline ticket, hotel room, rental car or travel package tour on the Internet. Yes ... 1 (CONTINUE) No... 2

(SKIP TO Q. 16) Don’t know...dk 11. During the past year, how many of your travel reservations or bookings did you make through the Internet? Would you say you made… (READ LIST. CHECK ONLY ONE RESPONSE) All or 100% ... 1 75% to 99% ... 2 50% to 74% ... 3 25% to 49% ... 4 Less than 25% ... 5

(DO NOT READ) Don’t Know... dk 12. Did you use the Internet in the past year to make travel reservations for …(READ LIST. CHECK ONLY ONE RESPONSE.) Business or convention purposes ... 1

Pleasure, vacation or personal purposes ... 2

Or both ... 3 (DO NOT READ) Don’t Know... dk

(38)

APPENDIX B B4

13. Which types of Internet sites did you use for making travel reservations? For travel reservations, I mean actually booking, reserving or paying for something like an airline ticket, hotel room, rental car or package tour. (READ LIST. CHECK AS MANY AS APPLY.)

Online travel agency websites like Microsoft Expedia, Travelocity, Orbitz,

or Priceline.com ... 1

Company sites like those for airlines, hotels, rental cars or tours... 2

Search engine sites like Yahoo, Google or AOL for travel reservations... 3

Destination sites like those for a city, state, or attraction ... 4

Travel guidebook sites like those for Fodors, Frommers or Lonely Planet ... 5

Newspaper or magazine sites such as New York Times, or Conde Nast Traveler... 6

Community sites such as iVillage.com for travel reservations ... 7

Special interest sites such as financial websites, cooking, wine, skiing ... 8

(DO NOT READ) Don’t know ... dk 14. Please tell me which of the following products or services you have purchased or reserved online specifically for a trip you have taken in the past year. (READ LIST. CHECK AS MANY AS APPLY.) Airline ticket ... 1

Overnight lodging accommodations ... 2

Rental car or RV ... 3

Cruise ... 4

Travel package that included at least transportation and a place to stay all in one price ... 5

Tickets for an amusement park ... 6

Tickets for a play, show or concert ... 7

Tickets for a spectator sporting event ... 8

Tickets for a museum, festival, or other event ... 9

Tickets for a tour or excursion ... 10

Reservations for personal sporting activities, like golf, skiing or water sports ... 11 (DO NOT READ) Don’t know ... dk

(39)

APPENDIX B B5

15. In the past year, what was the combined amount of money you paid for all travel products and services you purchased online? Was it… (READ LIST. CHECK ONLY ONE RESPONSE) Less than $250 ... 1 $250 to less than $500... 2 $500 to less than $1,000... 3 $1,000 to less than $2,500... 4 $2,500 to less than $5,000... 5 $5,000 to less than $7,500... 6 $7,500 to less than $10,000... 7 $10,000 or more ... 8 (DO NOT READ) Don’t know ... dk

16. How many travel-related websites have you subscribed to or registered your name with, so you can receive email announcements of promotions, discounts, or special offers? (RECORD NUMBER.)

Number

17. In the past year, how many trips have you taken that you otherwise would not have taken because of a promotion, discount, or special offer you received specifically by email? (RECORD NUMBER.)

(40)

APPENDIX B B6

DEMOGRAPHICS

ASK EVERYONE

And now just a few questions so we may classify your responses...

D1. What is your marital status? (READ LIST)

Married... 1

Single, Never Married ... 2

Divorced... 3

Separated ... 4

Widowed ... 5

(DO NOT READ) Refused... ref D2. Are you... (READ LIST) Employed Full-time ... 1

Employed Part-time ... 2

Retired ... 3

Not Employed ... 4

(DO NOT READ) Refused... ref D3. Which of the following best describes your education level? (READ LIST) Less than High School ... 1

Completed High School... 2

Some College, not completed... 3

Completed College ... 4

Post graduate work started or completed ... 5 (DO NOT READ) Refused... ref

(41)

APPENDIX B B7

D4. What is your age?

_________________

D5. How many adults, age 18 and over, live in your household at the present time? Please include yourself in this number.

____________________

D6. How many children, under age 18, if any, live in your household at the present time?

____________________

D7. DELETED

D8. Now, I would like to read a series of income groups. Please stop me when I read the group which describes your total family income, from all sources in one year? (IF RESPONDENT INQUIRES - WE ARE ASKING ABOUT INCOME BEFORE TAXES)

Less Than $15,000 ...1 $15,000 To Less Than $20,000 ...2 $20,000 To Less Than $25,000 ...3 $25,000 To Less Than $30,000 ...4 $30,000 To Less Than $40,000 ...5 $40,000 To Less Than $50,000 ...6 $50,000 To Less Than $75,000 ...7 $75,000 To Less Than $100,000 ...8 $100,000 To Less Than $250,000 ...9 $250,000 Or More...10

(DO NOT READ) Refused...ref D9. DELETED D10. Would you describe yourself as... White ... 1

African American Or Black... ...2

Asian Or Pacific Islander... 3

Native American Or Aleutian Eskimo ... 4

Other... 5

(DO NOT READ) Refused... ref D11. Are you of Spanish or Hispanic origin or descent? Yes... 1

No ... ...2 (DO NOT READ) Refused... ref

References

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