TRAVMAG
I'm enclosing a copy of the on-line travel magazine /TRAVMAG/ :
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http://www.lmu.ac.uk/ces/thm/sthf/centre.htm
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Martin Friel :E-mail:m.friel@lmu.ac.uk
Centre for the Study of Small Tourism and Hospitality Firms
Leeds Metropolitan University
Leeds LS1 3HE
/ TRAVMAG / INTERNET TRAVEL REPORT OCTOBER 1996 .
Welcome to the third published report on Internet travel trends. The
/TRAVMAG/ reports are produced and distributed free of charge to members of
the travel industry, to share information which may be of help or interest.
.
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NEW PRINTED Internet Travel Directory 1997.Print-run 50,000.
Line-entry 20 UK pounds. Advertisement rate card on request.
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/TRAVMAG/ is the world's first printed internet travel magazine with
annual printed directory and on-line support-platform linking to over 3,000
sites in all travel categories at http://www.demon.co.uk/travmag/.
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THE REPORT (figures in % ):
Figures are based on the on-line /TRAVMAG/ survey amongst a sample of 1,000
readers each month.
Most tables show a decrease in % response which can be attributed to an
increase in information requested in the October survey.
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Where do we access the Net?
Jan-June 96 August 96 October 96
Home 68.70 53.63 64.40
Work 28.70 37.99 28.00
College n/a 4.75 4.80
Friends n/a n/a 0.40
Other 2.60 2.60 1.20
No resp n/a 1.12 1.20
/TRAVMAG/ report
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Search engines?
Jan-June 96 August 96 October 96
Alta Vista n/a n/a 27.20
Excite n/a n/a 5.20
G.O.D. n/a n/a 0.40
HotBot n/a n/a 2.80
InfoSeek n/a n/a 6.40
Lycos n/a n/a 5.60
OpenText n/a n/a 0.80
WebCrawler n/a n/a 8.40
Yahoo n/a n/a 34.00
/TRAVMAG/ report
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Why do we use the Net?
Jan-June 96 August 96 October 96
Information 89.95 84.92 80.00
Recreation 9.7 12.85 15.60
Shopping 0.35 1.96 1.60
Other n/a n/a 1.20
No resp. n/a 0.28 1.60
/TRAVMAG/ report
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Which gateways are we using (prompted recall)?
Jan-June 96 August 96 October 96
I.T.Network n/a 2.23 2.00
I.T.Services 1.60 1.96 1.60
Leisureplan n/a 1.68 2.00
Travelfile n/a 1.68 1.60
Travelocity n/a 13.69 13.20
TravelWeb 71.50 11.17 14.40
TravelWiz n/a 0.84 1.20
World Travel Netn/a 10.89 16.40
Others 26.90 7.82 2.30
No resp. n/a 48.04 45.30
/TRAVMAG/ report
>From an early dominant position, TravelWeb is now in close competition with
Travelocity and World Travel Net, who represent the Big Three in terms of
travel hubs on the net. World Travel Net secured in October the highest
number of votes so far. Still significant, is the high number of readers
who do not caste a vote in this category. Awareness moderate.
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What service area are we looking for?
Jan-June 96 August 96 October 96
Holidays 69.5 64.25 64.80
Business 18.14 8.10 5.60
Short Breaks 2.87 9.22 5.20
Conferences 1.42 1.12 1.20
Travel Goods 0.71 1.12 1.60
Exhibitions 0.35 1.12 1.10
Other 5.75 10.06 4.40
No resp. n/a 5.03 12.10
/TRAVMAG/ report
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What aspect of the above is of most interest?
Jan -Jun 96 August 96 October 96
Destinations 36.69 40.78 38.40
Hotels 28.05 15.36 15.60
Air 16.5 19.55 16.40
Tours 5.03 5.03 4.80
Cruises 2.15 1.68 2.00
Rail 1.79 1.4 0.40
Car Rental 1.07 0.84 1.10
Other 8.63 10.34 7.30
No resp. n/a 5.03 14.00
/TRAVMAG/ report
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And where exactly are we looking to go?
Jan-June 96 August 96 October 96
Worldwide 55.75 39.39 38.40
Europe 22.3 27.65 25.20
US 10.07 13.41 16.40
Asia 5.03 8.66 3.20
Australia 0.80 2.79 0.40
Africa 0.71 3.07 1.60
M.East 0.35 0.56 0.80
Other 1.4 n/a n/a
No resp. n/a 4.47 14.00
/TRAVMAG/ report
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How long are we spending on-line?
Jan-June 96 August 96 October 96
0-2 hours 28.05 10.89 12.40
2-4 hours 17.7 17.60 22.00
4-8 hours 24.82 31.84 24.80
8-16 hours 11.81 18.72 14.00
16 + hours 17.62 18.16 16.40
No resp. n/a 2.79 10.00
/TRAVMAG/ report
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Estimated time on-line, wasted looking for sites:
Jan-June 96 August 96 October 96
None n/a n/a 6.80
25% n/a n/a 46.40
50% n/a n/a 26.00
75% n/a n/a 5.60
No resp n/a n/a 15.20
/TRAVMAG/ report
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Who bookmarks /TRAVMAG/?
Jan-June 96 August 96 October 96
Yes, we will n/a 74.30 72.80
No, we won't n/a 1.40 0.40
Not decided n/a 21.23 16.40
No resp. n/a 3.07 10.40
/TRAVMAG/ report
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Who are the readers?
Jan-June 96 August 96 October 96
Male 81.65 71.23 71.60
Female 18.35 24.86 20.80
No resp. n/a 3.91 7.60
/TRAVMAG/ report
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How old are they?
Jan-Jun 96 August 96 October 96
-20 10.43 1.96 1.20
20-25 9.71 8.38 10.00
25-30 17.98 16.20 13.20
30-35 15.46 17.04 14.40
35-40 8.30 10.06 9.60
40-45 13.30 15.92 13.60
45+ 24.82 25.98 29.20
No resp. n/a 4.47 8.80
/TRAVMAG/ report
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What are the common salary ranges (in USD)?
Jan-June 96 August 96 October 96
0 + n/a 4.47 2.40
20 + n/a 10.61 8.40
30 + n/a 12.01 15.60
40 + n/a 9.78 10.40
50 + n/a 8.66 5.60
60 + n/a 3.63 4.40
70 + n/a 3.07 4.80
80 + n/a 13.69 26.80
Retired n/a 2.79 2.80
Student n/a 8.38 9.60
No resp. n/a 22.91 19.60
/TRAVMAG/ report
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.......... /TRAVMAG/ Top Five (spontaneous recall) OCTOBER ................
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Placings are based on non-cumulative monthly figures. Spontaneous recall.
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1= Travelocity /TRAVMAG/ report
1= Lonely Planet
2. Virtual Tourist
3. TravelWeb
4= 1travel
4= City Net
5. Eaasy Sabre
In October, Travelocity has maintained a strong position but Lonely Planet
has also enjoyed a recovery. Virtual Tourist hits its highest placing ever
and TravelWeb climbs again. NEW ENTRY at 4= is 1travel
(http://www.1travel.com), a new a popular travel hub. City Net still strong.
Eaasy Sabre move in at 5. NEW ENTRY for an old site, but another indication,
with 1travel, of how booking sites are raising their profile.
Bubbling under this month are Fodor's, Conde Naste, Hyde Travel, and
Time Out, Holiday-Rentals and World Travel Guide.
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* THE YEAR TO DATE *
SEPTEMBER 96 /TRAVMAG/ report
1. Travelocity
2. Lonely Planet
3. City Net
4. Virtual Tourist
5. TravelWeb
The month of September saw a very significant move into top slot by
Travelocity, replacing long-favoured Lonely Planet. The two sites are
culturally very different, but the Travelocity move may be taken to
indicate an increase in commercial focus on the Net, with on-line
advertising attracting interested traffic and potential business.
City Net return to third place. The gap between Virtual Tourist and
TravelWeb was reduced by Internet Travel Network (ITN), Conde Naste
Traveler and (newcomer) Travel Weekly.
AUGUST 96 /TRAVMAG/ report
1. Lonely Planet
2. Travelocity
3. Virtual Tourist
4. TravelWeb
5. City Net
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JULY 96 /TRAVMAG/ report
1. Lonely Planet
2= City Net
2= Travelocity
3. Virtual Tourist
4. TravelWeb
5. ITN
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JANUARY - JUNE 96 /TRAVMAG/ report
1. Lonely Planet
2. City Net
3. Virtual Tourist
4. Travelocity
5. Conde Naste Traveler
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In the following categories of FAVOURITE AIRLINES, HOTEL CHAINS, CAR-RENTAL
COMPANY, RAILWAY and TRAVEL AGENT, it should be noted that response was very
low, reflecting a much lower awareness and loyalty for specific company
sites
compared with much high (though still only modest) awareness of travel hubs.
The question has to be asked: are web-sites doing enough to attract on-line
traffic and how important a part of marketing strategy is the internet to
these companies?
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FAVOURITE AIRLINES SITES (new October!): /TRAVMAG/ report
1. British Airways
2. American Airlines
3= Virgin Atlantic
3= North West
4. United Airlines
5= Air Canada
5= TWA
Others include: Air UK, Canadian, Delta, Qantas, South African and USAir
who all received votes.
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FAVOURITE HOTEL SITES (new October!): /TRAVMAG/ report
1. Marriott
2. Hyatt
3. Hilton
4. Holiday Inns
5. Novotel
Others include: Radisson, Sun, Swallow and Sheraton
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FAVOURITE CAR-RENTAL SITES (new October!): /TRAVMAG/ report
1. Hertz
2. Avis
3. Eurodollar
4. Alamo
5. Budget
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FAVOURITE RAILWAY SITES (new October!): /TRAVMAG/ report
1. Eurostar
2. UK Railways
3. German Railways
4. Amtrak
5. Swiss Railways
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FAVOURITE TRAVEL AGENT SITES (new October!):
Thomas Cook and American Express were mentioned most frequently. Also
Carlson.
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And don't forget how to get your site noticed!.............................
The world's first annual Internet Travel Directory 1997. 50,000 in print.
January 1997.
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directory@travmag.demon.co.uk____________________________________________________________________________