Another conclusion drawn from this study is related to the importance of brand awareness when carrying out a search. Almost half of individuals (49%) who book their trips online do so without going through search engines, going directly to travel websites they already know. 51% of those who have booked trips say they have previously used a search engine.
Women book more trips online than men
According to the study, women book more trips betting data online than men (64% women versus 36% men). In addition, Media Contacts, through the analysis of the sociodemographic profile of the clients of each brand, has grouped the agencies analyzed into two types: on the one hand, the exclusive online travel agencies (which are those that only operate on the Internet) and, on the other, the traditional agencies that now also operate online.
Based on this classification, the Media Contacts study reveals that women book more trips through exclusive online agencies than men. The same is true for younger Internet users. On the other hand, when we refer to traditional travel agencies with an online presence, the percentage of men and older people exceeds that of women and young people.
In addition, and depending on the type of agency, other conclusions have also been drawn. Thus, traditional agencies are more trusted by Internet users (34%). As regards exclusively online travel agencies, the most valued attributes are speed and the fact that they adapt more to user searches (20%).