Survey Shows U.S. Travelers Value Choice over Price When It Comes to Booking Flights
DDI: 82
Compared to other recent surveys I have covered on consumer attitudes toward booking travel, this one scores a below-average Data Dump Index due to its overall methodology (it was conducted online among online bookers); its blatant sponsorship by a travel services provider, and its so-far poor coverage in the mainstream media. Moreover, there are few data "ahas" that marketers looking to target the multi-billion-dollar travel industry can muster. Of note, however, is that 52 percent of respondents would be willing to pay more for the ability to use points to upgrade ticket class, on discounted fares that normally do not allow upgrades. This suggests that any Data Dump Index affecting consumer attitudes about rewards programs might move up a notch, at best.
Data Dump Indices, however, affecting online travel sites such as Orbitz, Expedia, and Priceline are not affected, however, by the results of this survey. When I place the data into the Data Dump Index algorithm, the three DDIs remain at 145, 121, and 109, respectively, for all travel-related survey data up to the year ending March 20, 2006. Those with interest in marketing to the customers of these companies, or those with a need or penchant for understanding online travel marketing brands, should continue to monitor these indicies as new surveys are released by 2Q06. The travel season is heating up!
Compared to other recent surveys I have covered on consumer attitudes toward booking travel, this one scores a below-average Data Dump Index due to its overall methodology (it was conducted online among online bookers); its blatant sponsorship by a travel services provider, and its so-far poor coverage in the mainstream media. Moreover, there are few data "ahas" that marketers looking to target the multi-billion-dollar travel industry can muster. Of note, however, is that 52 percent of respondents would be willing to pay more for the ability to use points to upgrade ticket class, on discounted fares that normally do not allow upgrades. This suggests that any Data Dump Index affecting consumer attitudes about rewards programs might move up a notch, at best.
Data Dump Indices, however, affecting online travel sites such as Orbitz, Expedia, and Priceline are not affected, however, by the results of this survey. When I place the data into the Data Dump Index algorithm, the three DDIs remain at 145, 121, and 109, respectively, for all travel-related survey data up to the year ending March 20, 2006. Those with interest in marketing to the customers of these companies, or those with a need or penchant for understanding online travel marketing brands, should continue to monitor these indicies as new surveys are released by 2Q06. The travel season is heating up!
posted by Darren Bosik at
Tuesday, March 21, 2006
