INDSUurSve Ty RY
Estimates of growth or decline in travel distribution methods over three years
All executives, without exception, indicate that they will expand their companies’ Web sites by an even
larger amount (21%) within three years.
95% Orbitz/Expedia/other online travel companies
Their company’s Web site
35% Their company’s 800-number call centers
25% Brick-and-mortar travel agencies
80% Traditional travel agencies online
Forms of advertising and promotion over three years
Nearly all travel executives polled will increase their companies’ Web site presence, also add to their promotion budgets for large search engine companies like Google and Yahoo and expand their own e-mail lists so that
they can provide more offers directly to consumers.
Build/promote own Web site 5%
Advertise/promote thru Google, Yahoo, etc.
Expand company’s e-mail list offers 5%
Direct mail (USPS)
Print media (newspapers/magazines)
Promotions to travel agencies
Continued from Page 28
take a toll.
But a number qualified their comments by stating that the likelihood
of a slowdown that will hurt travel
significantly is unlikely. The almost
universal feeling is that it’s good
times ahead for both leisure and
What segments of the industry do
the executives feel will have the best
opportunity for sustained growth
over the next several years — airlines, hotels, cruise lines, rental cars
or tour operators?
The overwhelming choice was hotels, with 13 selections, beating the
next segments by 2-to- 1 or better.
(More than one choice was allowed
in each case, which provided a total
of 29 answers.)
Airlines and cruise lines tied for
second spot (six choices each), with
the suggestion that airlines are finally
starting to make a comeback inasmuch as their greater control of operations in today’s environment will
produce good financial results.
Tour operators received four votes,
while car rental companies received
none — not even from executives
within the segment.
A follow-up question about which
segment will probably face the greatest difficulty in achieving sustained
growth over the next three years produced varied opinions.
Airlines and tour operators tied for
the top mentions at five selections
apiece, and car rental companies next
at four mentions, followed by cruise
lines with two selections.
Hotels received no mentions.
Those who chose airlines presume
that this segment will continue to
have problems, a similar feeling given
for car rental companies.
Several executives outside the tour
operator segment said that travel information is so readily available on
the Internet today that an increasing
number of consumers will plan all
aspects of their trips and avoid using operators.