WebBRANDING
The Power of Your Web Site in Leisure Travel Decision-Making

by Gary C. Sain
Chief Marketing Officer/Partner
Yesawich, Pepperdine, Brown & Russell

We are all keenly aware of the power of the Internet as it relates to travel shopping and travel buying. According to Forrester Research, US leisure online travel revenue will increase to $63.60B in 2005, up $10.0B from LY and is forecasted to hit $74.4B next year. An impressive increase of over $20.0B in just two years! Travel purchases online now rank just behind books, music and videos. According to a current Nielsen/NetRatings study, Internet penetration has reached 75% of US households. In addition, a recent comScore report states that 40% of those users actively use travel sites.

Per the 2005 YPB&R/Yankelovich National Travel MONITORsm, 47% of leisure travelers booked a travel reservation online, up from 38% two years ago. More specifically, 75% booked a hotel reservation and 65% booked an airline reservation. In addition, leisure travelers will visit approximately four sites before they make a reservation. It should come to no surprise that 70% of leisure travelers want to check fares and rates. In addition, they want to:

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