After years of healthy growth, a perfect storm of global recession, high unemployment, terrorism scares, flu-pandemic fears and continued economic uncertainty took a devastating toll on the US travel industry in 2009. But usage of the Internet for researching, discussing and booking leisure and unmanaged business travel has shown surprising resilience.

eMarketer;
Though sales declined 6.7% in 2009, eMarketer predicts US online leisure and unmanaged business travel sales growth will begin to accelerate this year, peaking at 7% in 2012, when sales will hit $105.4 billion.

“Online will grow to make up an even greater percentage of the total travel market in the post-recessionary environment,” said Victoria Petrock, eMarketer senior researcher and author of the new report “Online Leisure Travel: Six Post-Recession Trends.”

US Online Leisure/Unmanaged Business Travel Sales, 2008-2014 (billions and % change)


Amid the sales recovery, six key trends will be critical to online travel companies seeking to break away from the increasingly crowded yet fragmented pack:
  • Value takes center stage. Amid the economic rubble, travelers have adopted a back-to-basics mentality, seeking quality at the right price.
  • Social media gives rise to new ways of sharing. Online reviews and user-generated content are being combined with social networking, increasing their influence on travel-buying decisions.
  • Mobile takes travel on the go. A growing number of travelers now use mobile devices to plan and book trips and access location-specific content.
  • Personalized micro-niche travel takes off. Growing dissatisfaction with one-size-fits-all travel is driving demand for customized offerings.
  • Online travel spans new horizons. Growth in online booking is shifting overseas, while US travelers who book online are looking for more international options.
  • Sustainable is becoming attainable. Suppliers who deploy green practices are enjoying favored status among acutely aware consumers.
“As a wide variety of industry players ramp up their efforts to make online travel even more transparent, robust and mobile for consumers, these trends will dictate the winners and losers in an increasingly competitive market,” Ms. Petrock said.

The full report, “Online Leisure Travel: Six Post-Recession Trends,” also answers these key questions:

  • How has the recession affected the travel industry?
  • What is the industry outlook for online leisure and unmanaged business travel?
  • How are popular online tools—such as social networking and mobile access—changing consumer travel habits?
  • Where are the new frontiers for online travel?
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