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Wednesday, July 07, 2010

Stop the Obsession with the Air Traveler

Did you know that 85% of all overnight trips in the U.S. are taken by car?  And that 78% of all spending on travel in the U.S. is done by people traveling by car?  Hitwise reports that 6 out of the top 10 search terms in the travel category include mapping and driving directions.

So in light of all that, how to we account for the travel industry's obsession with the air traveler?

The obsession that the travel industry has with the air traveler is superficially logical.  The foundational technology for the retail side of our industry was built by the airlines.  And the air traveler spends more per trip; stays away longer and quite frankly, the mechanics behind planning a point-to-point trip are much easier than one taken by car.   

However, with air travelers representing just 15% of all overnight trips in this country and just 22% of all travel-related spending, if you are looking for a competitive edge and if you need to grow, you owe it to yourself to evaluate the untapped drive market.

To download a COMPLEMENTARY copy of a new paper on the drive market, entitled DARE TO DIFFERENTIATE, click HERE.  
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