You Must Be Trippin'

Online Travel Bookings in Canada Continue to Rise - What Will This Mean For You?

July 28 2010 by Bryson Forbes

According to a recent PhoCusWright study that looks at Canadian online travel trends, the number of trips booked online continues to rise. In fact, the penetration level for online travel bookings jumped by more than one third in 2009 amid a global recession. Although the total travel spend for Canada was down by 7 percent, the actual number of online transactions rose.

Here are three things to expect as more Canadian travelers not only look--but book--trips online:

1. Better content - With the ability to stream higher quality video, travellers will come to expect enhanced online content across the board. Researching a trip will involve a virtual experience, allowing customers to get a much better sense of what they can expect in, and from, their destination.
2. Customized promotions - We've already witnessed a marketing explosion from travel companies in the online space and particularly through social media sites like Facebook and Twitter. However, the market leaders will take this to the next level by collecting more detailed profile information from clients and delivering more customized deals. I envision bundled promotions that include many more components than we're used to today.
3. Innovative tactics to create loyalty - Travel suppliers will need to find more ways to establish loyalty as online penetration increases. Programs will need to find ways to add real tangible value that will ensure travelers don't simply look for the cheapest option. Best Western Rewards is a global program that offers guests free night awards for multiple stays, the ability to match elite loyalty status with other brands and special discounts for CAA members.

What things do you envision happening as the online penetration numbers continue to climb?

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