Only Half Of Travelers Use Web To Get There

Americans are traveling despite the economy, but only about half are using the Internet to research and make travel arrangements. About 117 million Americans -- or about 52% of U.S. adults -- have taken at least a two-day trip in the last two years. But only 47% of them used to Internet to research travel services. And 39% of recent travelers say online media actually influenced their choice of travel services, with hotel/bed and breakfast Web sites having the most influence. The data is per Westerville, Ohio-based Ad-ology Research's study on media influence on consumer choice in travel services. The firm says online content also influenced 34% to visit local attractions and events, like amusement parks, zoos, and concerts. Traditional media influenced 27% of travelers and 32.7% of those visiting local attractions. Cost and value are the most important considerations, per the study, which suggests that the most-researched topics are airfares and hotel/motel rates. Thirty-four percent used the Internet to search for flights; 31% to search for hotels.