Study: Canadians Turning to Web to Research, Book Travel

Share this content:
A study released yesterday by market research firm Ipsos-Reid found that Canadian travel agents are losing business to the Internet.


The quarterly study, Canadian Inter@ctive Reid Report, is based on interviews with 2,500 Canadian adults. Of the participants, 1,000 were Web users surveyed online while the other 1,500 were interviewed via telephone.


"People indicated that because of the Internet, they are using travel agents less, and clearly that will have an impact on that industry," said Chris Ferneyhough, vice president, technology division at Ipsos-Reid, Toronto.


The study found that 92 percent of participants who had booked travel online claimed to be using travel agents less because of the Internet.


Overall, 59 percent of respondents with Internet access said they had used the Web to research travel, while 18 percent had actually booked travel online.


Of those who had not yet booked travel online, 26 percent said they planned to within a year.


Ferneyhough cited travel agents' restrictive hours and long periods spent on hold as two reasons why online travel booking is becoming increasingly attractive.


"There is a lot of money to be had in this sector, and the key will be for Web sites to appeal to consumers who have not yet booked online," he said.


Air Canada was cited as having the most popular travel Web site. It was selected by 29 percent of respondents who book online.


The runners-up included Sabre's Travelocity with 11 percent, WestJet with 6 percent, Expedia with 5 percent and Tripeze.com with 2 percent.


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above