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Online Green Air Travelers
Identifying Best Practices Promoting Carbon Offset Programs
Concept Report
Diane Clarkson -
October 10, 2008
Airlines and online travel agencies are responding to online air travelers' concern for the environment by offering carbon offset programs.
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Online Vacation Packages
Identifying Competitive Opportunities on Providers' Web Sites
Concept Report
Diane Clarkson -
October 1, 2008
With travel researchers demanding convenience and cost savings in online vacation packages, providers of these products must evaluate the competitiveness of their offerings.
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Travel and Mobile Devices
Assessing the Opportunities of the Small Screen
Concept Report
Diane Clarkson -
August 7, 2008
The majority of online travelers travel with a mobile device, offering providers opportunities to exploit the immediacy of mobile access with information and self-service tasks.
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Green Online Travelers
Assessing the Brand Impact of Travelers' Environmental Concerns
Concept Report
Diane Clarkson -
July 4, 2008
The travel industry must balance corporate responsibility, brand favorability, and incremental sales against travelers' growing environmental concerns.
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Family Vacation Travel
Aligning Planning and Booking for a Complex Niche
Concept Report
Diane Clarkson -
June 6, 2008
To develop online family vacation bookings, the travel industry must align online planning and booking.
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US Online Travel Consumer Survey, 2008
Vision Report
Diane Clarkson -
May 13, 2008
Brand perception is increasingly moving from the domain of marketers into the arena of user-generated content (UGC): 40 percent of online travelers now use content from other consumers in their travel decisions. Online travelers indicate plans to reduce the number of trips they take in the next year, which will heighten competition within the fragmented travel industry.
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Airlines and Leisure Travelers
Understanding Issues and Opportunities
Concept Report
Diane Clarkson -
May 2, 2008
In the wake of the US airline industry's low on-time performance, cancellations due to Federal Aviation Administration (FAA) safety inspections, and increasing prices, airlines must address leisure passengers' dissatisfaction with the air travel experience.
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Travel Widgets
Assessing the Potential Benefits of Travel Applications on Social Networks
Concept Report
Diane Clarkson -
March 7, 2008
As online consumers' use of widgets grows, travel social marketers should consider experimenting with travel applications on social networking Web sites.
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Online Travel in Canada
Seizing a Growing Opportunity
Concept Report
Diane Clarkson -
February 7, 2008
Online travel research and booking is growing in Canada, where user-generated content (UGC) is a resource used by a significant number of travelers.
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Travel Blogs
Aligning Marketing Objectives with Blog Strategy
Concept Report
Diane Clarkson -
February 1, 2008
Online travel providers and destination marketing organizations (DMOs) are considering launching blogs, but many are missing the mark by not aligning their objectives with the appropriate blog strategy.
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US Travel Forecast, 2007 to 2012
Vision Report
Diane Clarkson -
December 21, 2007
The Internet has never been more important to the US travel industry than it is currently: 33 percent of travel revenue will be generated online in 2007.
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Online Destination Planning
Influencing Undecided Travel Researchers
Concept Report
Diane Clarkson -
December 7, 2007
Many travelers begin their online travel research with significant flexibility in their dates, budget, and destination. Online travel providers relying on destination- or date-based research navigation are not meeting the needs of destination-seeking online travel researchers.
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