Research - South Dakota Office of Tourism


	NATIONAL OUTLOOK - INTERNET This section looks at Internet usage trends and statistics on a national and international level. Travel and the Internet \| Incidence of Internet Travel Planning Demographics of Online Travelers, 2005 \| Purpose of Trips Planned Online Types of Sites Used for Travel Planning \| Travel Planning Done Online for Trips in Past Year Incidence of Travel Reservations/Booking Online \| Travel Products/Services Purchased Online Online Travelers Response to Online Marketing Communications Travel and the Internet In 2005, the Travel Industry Association of America estimates 56 percent of American adults use the Internet. A majority (78 percent) of travelers who go online say they consulted the Internet to get travel and destination information in 2005. This translates to 79 million online travel planners, or 37 percent of the U.S. adult population. In addition to the number of Americans planning trips online increasing significantly in 2005, the share of online travel planners who also book online continues to grow. 82 percent of online travel planners are booking or making travel reservations online. In 2005, more than one in ten online travelers (12 percent) or 12 million travelers claimed that they had taken a trip they otherwise would not have taken based on an e-mailed travel promotion, discount or offer. [ back to top ] Incidence of Internet Travel Planning (Among online travelers) 1997: 12 million 1998: 31.2 million 1999: 48.1 million 2000: 59.4 million 2001: 64.5 million 2002: 63.9 million 2003: 64.1 million 2004: 63.8 million 2005: 79.0 million Incidence of Internet Travel Planning (PDF - 37.6 KB) Source: Travel Industry of America Association’s Traveler’s Use of the Internet, 2005 Edition [ back to top ] Demographics of Online Travelers, 2005 Among travelers, Internet users are more likely to be women (53 percent) than men (47 percent). 47 percent are Baby Boomers (35-54), 33 percent are Generation X and Y (18-34) and 20 percent are Matures (55+). Average Annual Household Income is $73,000. 67 percent work full-time and 42 percent have college degrees. Most (64 percent) are married, 24 percent are single and 12 percent are divorced, separated or widowed. Nearly five in ten (48 percent) have children at home. Source: Travel Industry of America Association’s Traveler’s Use of the Internet, 2005 Edition [ back to top ] Purpose of Trips Planned Online (Among 79 million online travelers who used the Internet to make travel plans) Pleasure Vacation, or Personal Purposes Only 72% Both 23% Business or Convention Purposes Only 5% Purpose of Trips Planned Online (PDF - 39.2 KB) Source: Travel Industry of America Association’s Traveler’s Use of the Internet, 2005 Edition [ back to top ] Types of Sites Used for Travel Planning* (Among 79 million online travelers who used the Internet to make travel plans) Online travel agency sites (e.g. Expedia, Travelocity, Priceline, etc.) 67% Search engine sites 64% Company sites (e.g., airlines, lodging or rental cars) 54% Destination sites (e.g., specific cities, states or countries) 46% Checked Web sites and then called 800 number 35% Travel Guides/Newspaper/Magazine,Community sites 34% Multiple responses allowed Source: Travel Industry of America Association’s Traveler’s Use of the Internet, 2005 Edition [ back to top ] Travel Planning Done Online for Trips in Past Year (Among 79 million online travelers who used the Internet to make travel plans) Searched for maps/driving directions 50.6 million Search for airfares/schedules 49.0 million Searched for places to stay 48.0 million Searched for things to do 36.3 million Searched for travel discounts or promotions 31.6 million Searched for rental cars 30.0 million Searched for dining/entertainment 26.0 million Searched for local event calendars 22.9 million Searched for travel packages 22.9 million Searched for places to go 21.3 million Multiple responses allowed Travel Planning Done Online for Trips in Past Year (PDF - 45.6 KB) Source: Travel Industry of America Association’s Traveler’s Use of the Internet, 2005 Edition [ back to top ] Incidence of Travel Reservations/Booking Online* (Among online travel planners) 1998: 19% 1999: 32% 2000: 42% 2001: 48% 2002: 61% 2003: 66% 2004: 70% 2005: 82% Incidence of Travel Reservations/Booking Online (PDF - 38.1 KB) Source: Travel Industry of America Association’s Traveler’s Use of the Internet, 2005 Edition [ back to top ] Travel Products/Services Purchased Online* (Among 64.8 million online travelers who booked travel online) Airline ticket 36.0 million Overnight lodging accommodations 32.0 million Rental car or RV 17.0 million Tickets, cultural events 13.4 million Tickets, amusement parks 9.8 million Travel package 8.8 million Tickets, museum or festival 7.7 million Tickets, spectator sporting events 7.2 million Reservations for personal sports (golf/skiing/watersports) 6.2 million Tickets, tour or excursion 5.7 million Cruise 4.6 million Multiple responses allowed Travel Products/Services Purchased Online (PDF - 47.5 KB) Source: Travel Industry of America Association’s Traveler’s Use of the Internet, 2005 Edition [ back to top ] Online Travelers Response to Online Marketing Communications* Search engine results (not sponsored) 36% E-mail recommended by friend or colleague 34% Click on link found on a Web site 26% E-mail or E-newsletter from a source the respondent subscribed to or opted to receive 21% Search engine listing (sponsored or paid link) 15% Click on a banner ad 8% E-mail from an unsolicited advertiser 5% Pop up ad 5% Have not responded to online communications 38% Source: Travel Industry of America Association’s Traveler’s Use of the Internet, 2005 Edition [ back to top ]

NATIONAL OUTLOOK - INTERNET