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Travel Booking - US - August 2014

“The market for travel booking in the US is growing due to a relatively stable and improving economy that, in turn, boosts both businesses and leisure travel. While the focus has long been on online travel agencies’ technology and marketing strategies to boost share, suppliers have been investing in their own websites – and consumers have taken notice.”
- Fiona O’Donnell, Category Manager – Multicultural, Lifestyles, Travel and Leisure
This report answers the following questions:

  • What is the future for the travel agent model?
  • Is there room for new OTAs, or is the market saturated?
  • What will be the impact of mobile? Do consumers really want apps?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Direct marketing creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: US total travel sales ($bn), online and offline, 2010-16
                        • Market drivers
                          • Leading companies
                            • Figure 2: US online travel agency market share, 2013
                          • Marketing strategies
                            • The consumer
                              • Online booking is the norm, few have used mobile – but one quarter still use offline
                                • Figure 3: How reservations for most recent personal flight/other travel were made, June 2014
                              • With airlines, starting the search is split; for other travel, OTAs are the first stop
                                • Figure 4: Where online airline ticket/other travel searches begin, June 2014
                              • Searching for airfares is often a multi-step process
                                • Figure 5: Online airline ticket search methods, June 2014
                              • Cost and convenience drive travel booking decisions
                                • Figure 6: Most important factors in how to book travel, June 2014
                              • Expedia is most popular OTA; Travelzoo users are more frequent visitors
                                • Figure 7: Travel websites visited in the last 30 days, January 2013-March 2014
                              • What we think
                              • Issues and Insights

                                  • What is the future for the travel agent model?
                                    • The issues
                                      • The implications
                                        • Is there room for new OTAs, or is the market saturated?
                                          • The issues
                                            • The implications
                                              • What will be the impact of mobile? Do consumers really want apps?
                                                • The issues
                                                  • The implications
                                                  • Trend Application

                                                      • Trend: FSTR HYPR
                                                        • Trend: Guiding Choice
                                                          • Trend: Access All Areas
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Market for online travel booking
                                                                • Figure 8: Total online travel sales ($bn) worldwide, by region, 2010-16
                                                                • Figure 9: Total online travel sales ($bn) – US compared to total, 2010-16
                                                              • Market for total travel booking
                                                                • Figure 10: Total travel sales worldwide ($bn), by region, 2010-16
                                                                • Figure 11: Total travel sales ($bn) – US compared to total, 2010-16
                                                                • Figure 12: US total travel sales ($bn), online and offline, 2010-16
                                                            • Market Drivers

                                                              • Key points
                                                                • Unemployment declines; consumer sentiment rises
                                                                  • Figure 13: Consumer sentiment index and unemployment, annual averages, 2000-13, January-June 2014
                                                                • Travel sentiment trending upward
                                                                  • Figure 14: Traveler Sentiment Index, March 2007-April 2014
                                                                • Internet penetration and mobile device adoption increase
                                                                  • Figure 15: World internet usage and population statistics, December 2013
                                                                  • Figure 16: Smartphone and tablet penetration in the US, 2010-17
                                                              • Competitive Context

                                                                • Overview of the competitive landscape
                                                                  • Key points
                                                                    • Booking method overview
                                                                      • Figure 17: How personal airline travel and other travel reservations were made, June 2014
                                                                      • Figure 18: How online airline ticket/other travel searches begin, June 2014
                                                                  • Leading Companies

                                                                    • Key points
                                                                      • The Priceline Group
                                                                        • Figure 19: Priceline Group company background
                                                                      • Priceline.com
                                                                        • Booking.com
                                                                          • Kayak.com
                                                                            • Other brands/notable business units
                                                                              • Expedia Inc.
                                                                                • Figure 20: Expedia Inc. company background
                                                                              • Expedia.com
                                                                                • Hotwire.com
                                                                                  • Hotels.com
                                                                                    • Trivago.com
                                                                                      • Other brands
                                                                                        • Sabre Inc.
                                                                                          • Figure 21: Sabre Inc. company background
                                                                                        • Travelocity.com
                                                                                          • Orbitz Worldwide Inc.
                                                                                            • Figure 22: Orbitz worldwide Inc. company background
                                                                                          • Orbitz.com
                                                                                            • CheapTickets.com
                                                                                              • Other brands
                                                                                                • TripAdvisor Inc.
                                                                                                  • Figure 23: TripAdvisor Inc. company background
                                                                                                • TripAdvisor.com
                                                                                                  • Viator.com
                                                                                                    • Other travel booking companies
                                                                                                    • Market Share of Online Travel Agencies

                                                                                                      • Key points
                                                                                                        • Four brands account for 95% of share
                                                                                                          • Figure 24: US online travel agency market share, 2013
                                                                                                        • Site traffic reflects dominance of major OTAs
                                                                                                          • Figure 25: Estimated US monthly site visits of leading online travel agencies, December 2013-June 2014
                                                                                                        • Domestic revenues of leading OTAs puts Expedia in the lead
                                                                                                        • Innovations and Innovators

                                                                                                            • Leading companies improve price transparency while saving customers’ time
                                                                                                              • Expedia.com rolls out Flight Recommendations and Scratchpad
                                                                                                                • TripAdvisor launches price adjustment site Tingo
                                                                                                                  • Rewards programs turn site hoppers into loyal shoppers
                                                                                                                    • Expedia+ Rewards
                                                                                                                      • Orbitz Rewards
                                                                                                                        • CheapCash
                                                                                                                          • Meta-searches get personal with SuperFly
                                                                                                                            • Friends of a feather fly together using TripCommon
                                                                                                                              • Peek transforms visual bookmarks into real-life travel experiences
                                                                                                                                • Mobile apps provide access to travelers on the go
                                                                                                                                  • Digital currency takes to the air
                                                                                                                                  • Marketing Strategies

                                                                                                                                    • Overview of the brand landscape
                                                                                                                                      • A brief history of online travel bookers…
                                                                                                                                        • It’s an (online) ad ad ad ad world
                                                                                                                                          • Advertising channels and company activity
                                                                                                                                            • Booking.com, Expedia Inc., Priceline.com are top mobile, online, print advertisers
                                                                                                                                              • Figure 26: Share of travel company consumer campaigns, January 2013-June 2014
                                                                                                                                            • Mobile advertising dominates media channels
                                                                                                                                              • Figure 27: Share of travel company consumer campaigns, by media channel, January 2013-June 2014
                                                                                                                                            • Few travel companies deviate from a focus on mobile
                                                                                                                                              • Figure 28: Share of travel company consumer campaigns, by media channel, January 2013-June 2014
                                                                                                                                            • Mobile, online, print, and TV ads from top companies
                                                                                                                                              • American Express
                                                                                                                                                • Figure 29: American Express, Platinum/Centurion Travel Service, print advertisement, January 2013
                                                                                                                                                • Figure 30: American Express Travel Services, online advertisement, February 2013
                                                                                                                                                • Figure 31: American Express Travel Service, print advertisement, December 2013
                                                                                                                                              • Booking.com
                                                                                                                                                • Figure 32: Booking.com “Booking.yeah” TV ad, January 2013
                                                                                                                                                • Figure 33: Booking.com “Booking Right” TV ad, February 2013
                                                                                                                                                • Figure 34: Booking.com, mobile ad, June 2014
                                                                                                                                              • Expedia.com
                                                                                                                                                • Figure 35: Expedia.com, mobile ad, June 2014
                                                                                                                                                • Figure 36: Expedia.com, mobile ad, June 2014
                                                                                                                                              • Hotwire.com
                                                                                                                                                • Figure 37: Hotwire.com mobile ad – hotels, June 2014
                                                                                                                                                • Figure 38: Hotwire.com mobile ad – cars, March 2014
                                                                                                                                              • Kayak.com
                                                                                                                                                • Figure 39: Kayak “Lecture” – “Search one and done” TV ads, 2014
                                                                                                                                                • Figure 40: Booking.com from Kayak.com mobile ad, February 2014
                                                                                                                                              • Orbitz
                                                                                                                                                • Figure 41: Orbitz mobile ad, April 2014
                                                                                                                                                • Figure 42: Orbitz, mobile ad, February 2013
                                                                                                                                              • Priceline.com
                                                                                                                                                • Figure 43: Priceline Shocker: the Negotiator’s Secret Daughter Revealed, 2013
                                                                                                                                                • Figure 44: Priceline.com mobile ad, June 2014
                                                                                                                                              • Travelocity.com
                                                                                                                                                • Figure 45: Travelocity.com mobile ad, June 2013
                                                                                                                                                • Figure 46: Travelocity Roaming Gnome: “Beached” TV ad, 2014
                                                                                                                                              • TripAdvisor
                                                                                                                                                • Figure 47: TripAdvisor mobile ad, December 2013
                                                                                                                                              • Viator
                                                                                                                                                • Figure 48: Viator mobile ad, May 2014
                                                                                                                                                • Figure 49: Viator online ad, June 2014
                                                                                                                                            • Social Media

                                                                                                                                                • Key points
                                                                                                                                                  • Market overview
                                                                                                                                                    • Key social media metrics
                                                                                                                                                      • Figure 50: Key social media metrics for select travel booking sites, July 2014
                                                                                                                                                    • Brand usage and awareness
                                                                                                                                                      • Figure 51: Brand usage and awareness for select travel booking sites, June 2014
                                                                                                                                                    • Interactions with travel booking sites
                                                                                                                                                      • Figure 52: Interaction levels for select travel booking sites, June 2014
                                                                                                                                                    • Leading online campaigns
                                                                                                                                                      • Partnerships
                                                                                                                                                        • Highlighting travel destinations
                                                                                                                                                          • Mobile
                                                                                                                                                            • Nostalgia
                                                                                                                                                              • What we think
                                                                                                                                                                • Online conversations
                                                                                                                                                                  • Figure 53: Share of conversation for select travel booking sites, by week, July 28, 2013-July 27, 2014
                                                                                                                                                                • Where are people talking about travel booking?
                                                                                                                                                                  • Figure 54: Share of conversations for select travel booking sites, by page type, July 28, 2013-July 27, 2014
                                                                                                                                                                • What are people talking about?
                                                                                                                                                                  • Figure 55: Topics of conversation for select travel booking sites, July 28, 2013-July 27, 2014
                                                                                                                                                              • Method for Booking Most Recent Travel

                                                                                                                                                                • Key points
                                                                                                                                                                  • Booking online using a traditional computer is preferred method
                                                                                                                                                                    • Figure 56: How reservations for most recent travel were made, June 2014
                                                                                                                                                                  • Younger adults more tech-savvy – but less likely to book air travel online
                                                                                                                                                                    • Figure 57: How reservations for most recent flight were made, by generations, June 2014
                                                                                                                                                                  • Online booking most common – but some men gravitate offline
                                                                                                                                                                    • Figure 58: How reservations for most recent flight – for personal reasons – were made, by gender, June 2014
                                                                                                                                                                    • Figure 59: How reservations for most recent travel were made, by gender, June 2014
                                                                                                                                                                  • Younger adults less inclined to book online; more comfortable with smartphones
                                                                                                                                                                    • Figure 60: How reservations for most recent flight – for personal reasons – were made, by age, June 2014
                                                                                                                                                                    • Figure 61: How reservations for most recent travel were made, by age, June 2014
                                                                                                                                                                  • Insight: Design travel booking apps for mobile Millennial women
                                                                                                                                                                    • Figure 62: How reservations for most recent travel were made, by gender and age, June 2014
                                                                                                                                                                • Who Books Travel Online

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Three quarters of air travelers book for themselves online
                                                                                                                                                                        • Figure 63: Past 12 month airline travel booking, by gender and age, June 2014
                                                                                                                                                                      • 18-34-year-old men least likely to book air travel themselves online
                                                                                                                                                                        • Figure 64: Past 12 month airline travel booking, by gender by age, June 2014
                                                                                                                                                                      • Online air travel booking increases with affluence
                                                                                                                                                                        • Figure 65: Past 12 month airline travel booking, by household income, June 2014
                                                                                                                                                                      • Other transportation booking follows similar demographic trends
                                                                                                                                                                        • Figure 66: Past 12 month travel transportation booking, by gender, age, and household income, June 2014
                                                                                                                                                                      • Six in 10 book accommodations online
                                                                                                                                                                        • Figure 67: Past 12 month travel accommodations booking, by gender and age, June 2014
                                                                                                                                                                        • Figure 68: Past 12 month travel accommodations booking, by gender by age, June 2014
                                                                                                                                                                        • Figure 69: Past 12 month travel accommodations booking, by household income, June 2014
                                                                                                                                                                    • Online Searching and Booking Tools

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Airlines
                                                                                                                                                                          • Travelers split on searching airfares via suppliers or consolidators
                                                                                                                                                                            • Equipment
                                                                                                                                                                              • Figure 70: Online airline ticket search and reservations, June 2014
                                                                                                                                                                            • Age impacts preferences for online ticket searches and booking platform
                                                                                                                                                                              • Search
                                                                                                                                                                                • Equipment
                                                                                                                                                                                  • Figure 71: Online airline ticket search and reservations, by age, June 2014
                                                                                                                                                                                • Searching for airfare is a multi-step process
                                                                                                                                                                                    • Figure 72: Online airline ticket search methods, June 2014
                                                                                                                                                                                    • Figure 73: Online airline ticket search methods, by age, June 2014
                                                                                                                                                                                  • Other travel and accommodations
                                                                                                                                                                                    • Other travel searches more likely to begin with an OTA than a supplier
                                                                                                                                                                                      • A note about SEs and Google
                                                                                                                                                                                        • Figure 74: Online travel search and reservations, June 2014
                                                                                                                                                                                      • Starting with an OTA more common among younger travelers
                                                                                                                                                                                        • Figure 75: Online travel search and reservations, by age, June 2014
                                                                                                                                                                                    • Factors Impacting How to Book Travel

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Cost and convenience drive travel booking decisions
                                                                                                                                                                                            • Figure 76: Most important factors in how to book travel, June 2014
                                                                                                                                                                                          • Age influences travelers’ motivations for booking method
                                                                                                                                                                                            • Figure 77: Most important factors in how to book travel, by age, June 2014
                                                                                                                                                                                          • How bookings are executed sheds light on influential factors
                                                                                                                                                                                              • Figure 78: Most important factors in how to book travel, by how reservations for most recent travel were made, June 2014
                                                                                                                                                                                          • Online Travel Sites

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Nearly one third have booked travel online in the last 12 months
                                                                                                                                                                                                • Figure 79: Travel booking in previous 12 months – online and travel agent, by age, January 2013-March 2014
                                                                                                                                                                                              • Nearly six in 10 of the most affluent consumers booked online in the last year
                                                                                                                                                                                                • Figure 80: Travel booking in previous 12 months, by household income, January 2013-March 2014
                                                                                                                                                                                              • About one quarter visit an online travel site on monthly basis
                                                                                                                                                                                                • Figure 81: Frequency of visiting airline/car/hotel information or reservations sites in previous 30 days/past seven days, by age, January 2013-March 2014
                                                                                                                                                                                              • Expedia is most popular; Travelzoo users are the most frequent visitors
                                                                                                                                                                                                  • Figure 82: Frequency of visiting travel websites, January 2013-March 2014
                                                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Method for booking most recent travel
                                                                                                                                                                                                    • Figure 83: How reservations for most recent travel were made, by race/Hispanic origin, June 2014
                                                                                                                                                                                                  • Online searching and booking tools
                                                                                                                                                                                                    • Airlines
                                                                                                                                                                                                        • Figure 84: Online airline ticket search and reservations, by race/Hispanic origin, June 2014
                                                                                                                                                                                                      • Online searching methods – airlines
                                                                                                                                                                                                        • Figure 85: Online airline ticket search methods, by race/Hispanic origin, June 2014
                                                                                                                                                                                                      • Other travel and accommodations
                                                                                                                                                                                                        • Figure 86: Online travel search and reservations, by race/Hispanic origin, June 2014
                                                                                                                                                                                                      • Factors impacting how to book travel
                                                                                                                                                                                                        • Figure 87: Most important factors in how to book travel, by race/Hispanic origin, June 2014
                                                                                                                                                                                                      • Online travel sites
                                                                                                                                                                                                        • Figure 88: Frequency of visiting airline/car/hotel information or reservations sites in previous 30 days/past seven days, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                                                                        • Figure 89: Frequency of visiting travel websites, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                                                                        • Figure 90: Travel booking in previous 12 months – online and travel agent, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                                                                    • Appendix – Social Media

                                                                                                                                                                                                      • Key social media metrics
                                                                                                                                                                                                        • Figure 91: Key social media metrics for select travel booking sites, July 2014
                                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                                        • Figure 92: Share of conversation for select travel booking sites, by page type, July 28, 2013-July 27, 2014
                                                                                                                                                                                                        • Figure 93: Topics of conversation for select travel booking sites, July 28, 2013-July 27, 2014
                                                                                                                                                                                                      • Brand usage or awareness
                                                                                                                                                                                                        • Figure 94: Brand usage or awareness, June 2014
                                                                                                                                                                                                        • Figure 95: Kayak usage or awareness, by demographics, June 2014
                                                                                                                                                                                                        • Figure 96: Expedia usage or awareness, by demographics, June 2014
                                                                                                                                                                                                        • Figure 97: Priceline usage or awareness, by demographics, June 2014
                                                                                                                                                                                                        • Figure 98: Hotwire usage or awareness, by demographics, June 2014
                                                                                                                                                                                                        • Figure 99: Travelocity usage or awareness, by demographics, June 2014
                                                                                                                                                                                                        • Figure 100: Orbitz usage or awareness, by demographics, June 2014
                                                                                                                                                                                                      • Activities done
                                                                                                                                                                                                        • Figure 101: Social media activities done, by travel site, June 2014
                                                                                                                                                                                                        • Figure 102: Kayak – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                        • Figure 103: Kayak – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                        • Figure 104: Kayak – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                        • Figure 105: Expedia – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                        • Figure 106: Expedia – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                        • Figure 107: Expedia – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                        • Figure 108: Expedia – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                        • Figure 109: Priceline – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                        • Figure 110: Priceline – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                        • Figure 111: Priceline – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                        • Figure 112: Priceline – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                        • Figure 113: Hotwire – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                        • Figure 114: Hotwire – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                        • Figure 115: Hotwire – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                        • Figure 116: Travelocity – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                        • Figure 117: Travelocity – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                        • Figure 118: Travelocity – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                        • Figure 119: Travelocity – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                        • Figure 120: Orbitz – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                        • Figure 121: Orbitz – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                        • Figure 122: Orbitz – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                      • Past 12 month travel booking
                                                                                                                                                                                                        • Figure 123: Past 12 month airline travel booking, by gender, age, and household income, June 2014
                                                                                                                                                                                                        • Figure 124: Past 12 month travel accommodations booking, by gender, age, and household income, June 2014
                                                                                                                                                                                                        • Figure 125: Past 12 month travel booking, June 2014
                                                                                                                                                                                                        • Figure 126: Past 12 month travel booking, by gender, June 2014
                                                                                                                                                                                                        • Figure 127: Past 12 month travel booking, by age, June 2014
                                                                                                                                                                                                        • Figure 128: Past 12 month travel booking, by household income, June 2014
                                                                                                                                                                                                        • Figure 129: Past 12 month travel booking, by race/Hispanic origin, June 2014
                                                                                                                                                                                                        • Figure 130: Past 12 month travel booking, by past 12 month travel booking, June 2014
                                                                                                                                                                                                        • Figure 131: Past 12 month travel booking, by past 12 month travel booking, June 2014
                                                                                                                                                                                                      • Method for booking most recent travel
                                                                                                                                                                                                        • Figure 132: How reservations for most recent travel were made, by household income, June 2014
                                                                                                                                                                                                      • Online searching and booking tools
                                                                                                                                                                                                        • Airlines
                                                                                                                                                                                                          • Figure 133: Online airline ticket search and reservations, June 2014
                                                                                                                                                                                                          • Figure 134: Online airline ticket search and reservations, by household income, June 2014
                                                                                                                                                                                                          • Figure 135: Online airline ticket search and reservations, by generations, June 2014
                                                                                                                                                                                                        • Other travel
                                                                                                                                                                                                          • Figure 136: Online travel search and reservations, June 2014
                                                                                                                                                                                                          • Figure 137: Online travel search and reservations, by gender, June 2014
                                                                                                                                                                                                          • Figure 138: Online travel search and reservations, by household income, June 2014
                                                                                                                                                                                                        • Online searching methods
                                                                                                                                                                                                          • Airlines
                                                                                                                                                                                                            • Figure 139: Online airline ticket search methods, June 2014
                                                                                                                                                                                                            • Figure 140: Online airline ticket search methods, by gender, June 2014
                                                                                                                                                                                                          • Online travel sites
                                                                                                                                                                                                            • Figure 141: Frequency of visiting airline/car/hotel information or reservations sites in previous 30 days/past seven days, by age, January 2013-March 2014
                                                                                                                                                                                                            • Figure 142: Travel booking in previous 12 months – online and travel agent, by age, January 2013-March 2014
                                                                                                                                                                                                            • Figure 143: Travel booking in previous 12 months, by household income, January 2013-March 2014
                                                                                                                                                                                                            • Figure 144: Travel booking in previous 12 months, by marital status, January 2013-March 2014
                                                                                                                                                                                                            • Figure 145: Travel booking in previous 12 months, by parents with children in household, January 2013-March 2014
                                                                                                                                                                                                            • Figure 146: Travel booking in previous 12 months, by marital status and presence of children in household, January 2013-March 2014
                                                                                                                                                                                                            • Figure 147: Frequency of visiting travel sites in previous 30 days, and use of mobile device to access, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                                                                            • Figure 148: Use of travel apps, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                                                                            • Figure 149: Frequency of visiting travel websites, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                                                                          • Factors impacting how to book travel
                                                                                                                                                                                                            • Figure 150: Most important factors in how to book travel, June 2014
                                                                                                                                                                                                            • Figure 151: Most important factors in how to book travel, by gender, June 2014
                                                                                                                                                                                                            • Figure 152: Most important factors in how to book travel, by household income, June 2014
                                                                                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                          • American Express Company (The)
                                                                                                                                                                                                          • AMR Corporation (American Airlines)
                                                                                                                                                                                                          • Carlson Wagonlit Travel, Inc.
                                                                                                                                                                                                          • Carrentals
                                                                                                                                                                                                          • Continental Airlines Inc.
                                                                                                                                                                                                          • Delta Air Lines, Inc.
                                                                                                                                                                                                          • Expedia Inc.
                                                                                                                                                                                                          • Hotwire
                                                                                                                                                                                                          • Kayak.com
                                                                                                                                                                                                          • Microsoft Corporation
                                                                                                                                                                                                          • National Railroad Passenger Corporation
                                                                                                                                                                                                          • Northwest Airlines Corporation
                                                                                                                                                                                                          • OpenTable, Inc.
                                                                                                                                                                                                          • Orbitz Inc.
                                                                                                                                                                                                          • Priceline.com Incorporated
                                                                                                                                                                                                          • Sabre Holdings Corporation
                                                                                                                                                                                                          • Thomas Cook Group PLC
                                                                                                                                                                                                          • Travelocity.com L.P.
                                                                                                                                                                                                          • TripAdvisor LLC
                                                                                                                                                                                                          • UAL Corporation (United Airlines)
                                                                                                                                                                                                          • Viator

                                                                                                                                                                                                          Travel Booking - US - August 2014

                                                                                                                                                                                                          £3,277.28 (Excl.Tax)