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Les veilles > Veille sectorielle > Tourisme UE et international > Tourisme européen > 91% des transactions de voyages intérieurs sont «influencés par le numérique» (91% of domestic travel transactions are 'digitally influenced')
91% des transactions de voyages intérieurs sont «influencés par le numérique» (91% of domestic travel transactions are 'digitally influenced')
ETC - 4 septembre 2012
Publié le 4 septembre 2012
Thématique: Etourisme, Comportement, Nouvelles technologies
Data from international research firm Deloitte showed that 86% of overseas and 91% of domestic travel transactions in the UK are now ‘digitally influenced.' That means even if the final purchase wasn't made online, almost nine in ten travel purchases are influenced in some way by digital channels such as websites, social media, peer reviews and smartphone or tablet apps.
According to Google 80% of travel products in the UK are researched or purchased online, the highest figures for any country in the world.
Research also shows that UK travellers that book air travel online often lean toward purchasing directly from suppliers. Approximately 96% of UK consumers book their air travel online, according to Kantar Media Compete's "Online Shopper Intelligence-UK Travel" survey from April 2012. The findings show that more than 65% of those travellers went straight to the airlines' websites to buy tickets, while 31% booked via an online travel agency.
Hotel bookings, however, are much more fragmented. Nearly 30% of UK travellers booked their most recent hotel stay directly from a hotel brand website, while approximately 30% booked from either an online travel agency or an online hotels aggregator.
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According to Google 80% of travel products in the UK are researched or purchased online, the highest figures for any country in the world.
Research also shows that UK travellers that book air travel online often lean toward purchasing directly from suppliers. Approximately 96% of UK consumers book their air travel online, according to Kantar Media Compete's "Online Shopper Intelligence-UK Travel" survey from April 2012. The findings show that more than 65% of those travellers went straight to the airlines' websites to buy tickets, while 31% booked via an online travel agency.
Hotel bookings, however, are much more fragmented. Nearly 30% of UK travellers booked their most recent hotel stay directly from a hotel brand website, while approximately 30% booked from either an online travel agency or an online hotels aggregator.
en savoir plus
