Share of Bookers Up
The share of website visitors looking to make a reservation or find hotel information increased significantly over the year, among both Business and Leisure travelers. As seen historically, Bookers are more prevalent among Business than Leisure travelers, while Leisure travelers are more focused on finding hotel information and comparing rates than their Business counterparts. This is not surprising given the Leisure traveler’s level of involvement in the travel decision, which would assume a higher degree of researching into hotel information, rates, etc.
Purpose of Visit
Significant Drop in Program Membership
There was a sharp drop in overall loyalty program membership in Q1 2013 from 79% membership in Q1 2012 to 73% in Q1 2013. This finding continues to show that travelers have reached the saturation point in terms of the number of programs they wish to join, and that brands need to develop new initiatives in order to build interest and secure loyalty.
Loyalty Program Membership by Type of Traveler
Search Engines Most Popular Path
Search engine use remains the leading path to site, and has increased year on year (34% up from 31%). However, 24% type in the brand URL, and 12% use a bookmark, suggesting that travelers do keep a particular brand in mind when planning their trip. The challenge for brands, therefore, is staying top of mind in an increasingly competitive environment.
Path to Site
Update: The iperceptions' Hospitality Report Q1 2013 is no longer available to be downloaded.