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Canadian Online Travel Traffic Analysis
Spotlight | Published: May 2010

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US $450 · CA $559 • £296 • €397
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  • Summary
  • Contents

Publication Summary

The Internet is central to travel planning in Canada. More than eight in 10 Canadian leisure travelers usually use the Web when shopping for travel, according to Phocuswright's Canadian Online Travel Overview, Second Edition 2007-2011. Phocuswright and Experian Hitwise conducted a comprehensive investigation of Canadian online travel by analyzing Canadian traffic and visitor behavior to more than 700 traveler websites. Covering the period of March-December 2009, Canadian Online Travel Traffic Analysis reveals shopping patterns and market dynamics across key online travel categories, including online travel agencies, tour operators, airlines, hotels, and destination Web sites. The report also examines how visitors arrive at key online travel categories and where they go (upstream and downstream referral analysis), and assesses the role of search and travel metasearch, review and planning sites, social networks, and more.

Table of Contents

20 Pages

- Methodology
- Definitions
- Key Findings

Overview of Online Travel Activity

Role of Search

Travel Cross-Category Traffic

Focus on Agencies

Focus on Tour Operators

Focus on Destinations

Airlines and Accommodations

Nontransactional Categories and Social Networks
- Metasearch
- Reviews and Planning
- Social Networks