| TRAVEL
SEARCH ENGINES like Yahoo, Google and MSN produce bookings
online and offline, and the vast majority
of the travel purchases occur well after the initial search session,
according to a study by comScore Networks. The study, which was
commissioned by Yahoo and interactive advertising network Media
Contacts, consisted of a survey of 500 consumers and observation
of a comScore panel of Internet users in April and May. "The
Role of Web Search within the Travel Research Cycle" found
that almost one-third of the estimated 35 million consumers that
searched online for travel in April followed through and made
a booking online or offline within eights weeks of their initial
search. And even though they were using the Internet to research
their travel opportunities, some 20% of those buyers made their
purchases offline, the study found. Cruises were the segment
most frequently booked offline, comScore said.
HOTELS.COM revamped its Web site for streamlined searching and easier
navigation, and debuted a new tagline: "We
know hotels inside and out." That replaces: "Best
Prices. Best Places. Guaranteed." The rewritten tagline
positions Hotels.com as a hotel expert -- and not primarily
as a discounter. Of course, Hotels.com built its reputation
as a discounter, but that was before major chains imposed best-rate
guarantees on their own Web sites.
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