Friday, May 03, 2013

Destination websites, #1 on travel information – CNN study


  *Safety, security top travelers concerns

The latest global study of consumers’ travel perceptions and behavioural trends conducted by the Cable News Network (CNN) has rated destination websites as number 1 on travel information, just as safety and security top concerns when choosing an international travel destination.


Didier Mormesse, Senior Vice President, Ad Sales Research, Development & Audience Insight at CNN International confirmed to ITRealms that this was proven factor for more than two thirds of global respondents.


He said that 67 per cent of respondent tagged ‘safety and security’ as what matters most to them, while 60 per cent were concerned with ‘price’ driven destinations, even as 58 per cent were driven by ‘reputation’.


Additionally, Mormesse said that the CNN study revealed that 55 per cent were concerned about ‘knowledge and availability of information’ whereas 54 per cent were driven by ‘diversity of things to do cum amenities’ at the point of destination.


The survey, he pointed had asked global respondents from over 70 countries, recruited via CNN websites, to identify the key influencing factors in their decision making process, when deciding upon both leisure and business travel destinations. 


As said by Mormesse, “Destination branding has become one of the most competitive aspects of today’s tourism industry and these insights are valuable for countries looking to market themselves as the destination of choice for travellers.”


He further recognized safety and security as significantly more important aspect for respondents than the cost of travel, even in austere times, adding that is an indicator that, in times of regional unrest, the pendulum has swung.


With reputation also a key factor, tourist boards will clearly continue to have a vital role to play in shaping international perceptions of their country to encourage tourism growth,” he added.


Price, he noted, ranks second in travel decision making, reflecting the continuing impact of the economic crisis on consumers.  Stressing that despite this, the latest United Nations World Tourism Organisation (UNWTO) growth predication figures confirm the resiliency of a buoyant global tourism sector.


Didier Mormesse
On the other hand, he said that ‘Reputation’ came third as most considered factor for respondents considering travel destinations.


The survey also revealed how global respondents prefer to gather information prior to travelling, even as 50 per cent use four or more main information sources when looking for destinations, while the destination specific websites lead the way as a source of travel information for 57 per cent, with travel content sites was attraction for 55 per cent, thereby ranking a close second.


ITRealms gathered that 55 per cent of respondents prefer to rely on recommendations and information garnered from family, friends and colleagues; whereas for 49 per cent traveller review websites are a top information source for travel.
 

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