【正文】 high likelihood of using – 74% Inter Usage for Travel Planning 2023 ?65% of online travelers say they consulted the Inter to get information ?26% used Inter for business travel planning (similar to 2023) ?94% of trips planned were for leisure ?76% did trip planning online – 69% in 2023 Inter Usage for Travel Planning 2023 ?Sites Visited – Online travel agency sites 70% ? Expedia, Travelocity, Priceline – Companyowned sites 60% ? Airlines, hotels, etc. – Search engine websites 59% – Destination sites 50% Inter Usage for Travel Planning 2023 ?Online travel planners do a variety of trip planning activities on the Inter: – Searching for airfares and schedules 69% ? 62% in 2023 – Rental cars 41% ? 36% in 2023 Online Booking ? The share of travel planners who also book online continues to grow – 70% of online travel planner are booking or making travel reservations online ? Today there are million online travel bookers ? Purchases: – Airline tickets 82% ? 75% in 2023 – Overnight lodging 67% ? Annual consumer spending (mean) $2,719 Planning vs. Booking Online Travelers 2023 Type of Website Plan Book Online travel agency 70% 69% Company sites 60 54 Search engines 59 31 Destination sites 50 22 Special Interest 16 5 Travel Guide sites 11 9 Newspaper/Magazine 11 4 Community sites 5 3 Inter Users ?Women 51% ?Men 49% ?Boomers (3554) 47% ?Married 66% ?Children at home 42% ?Employed fulltime 62% ?Annual HHI $73,000 EMarketing ?Travel suppliers such as hotels, airlines and online travel agencies have been successful in using marketing to municate with current and potential customers (whether or not booked travel) ?37% of all online travelers (36 million) have registered or subscribed to travel websites ?47% say they have registered with three or more travel websites EMarketing ?Online promotions seem to have an influence over consumers ?In 2023, 11% of online travelers claimed they had taken a trip they otherwise would not have taken based on an ed travel promotion, discount or offer (the same share as in 2023) Psychographics Trends Iconoculture: the future ain’t what it used to be。 1997 Generational Marketing ?Generational Marketing – How we act depends on our generation – Influences ? purchase decisions ? brand awareness ? travel experiences – Opportunities and Challenges – Not the only factor influencing people Generational Marketing ?Matures (19011924, 79102) ?Silent Generation (19251942, 6178) ?Baby Boomers (19431960/2, 4360) ?Gen X (1961/31981, 2242) ?Generation Y (19822023, 318) ?Generation 9/11 (2023present, 2 ?) Generational Marketing ?Matures – On the road from scout meetings to Sun City, this generation… ? Triumphed over the Great Depression ? Vanquished the Germans and Japanese ? Built suburbs and shopping malls ? Instituted the New Deal ? Built interstate highway system ? In 1927, Charles Lindbergh made the first transatlantic flight ? … acplished their goals through HARD WORK Generational Marketing ?Matures – Tremendous growth in country – Feel they owe the country – Look for value – Enjoy munity, monalities, connecting – Getting to the end of their travel years Generational Marketing ?Silent Generation – Overlooked – Korean War – Fotten war – Has the most disposable ine – Soft adventure – Need to feel important – Like understated luxury Generational Marketing ? Baby Boomers – “Me” generation – Put individual desires ahead of good of a group。 Generational Marketing ?Generation