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Travel Companies Warm to Online Vouchers

08/27/2009| 9:04:45 AM| 中文

Hitwise reports searches for discount vouchers have increased by 47.5% over the last 12 months, and searches for travel and theme park vouchers have more than doubled.

Hitwise reports searches for discount vouchers have increased by 47.5% over the last 12 months, and searches for travel and theme park vouchers have more than doubled.

During July 2008, UK internet users searched for 8,300 distinct variations of search terms that contained either the word ´voucher´ or ´vouchers´.

By July 2009, this figure had more than quadrupled to 34,200.

Hitwise director of research Robin Goad said: ‘Vouchers have become immensely popular in UK, as British consumers look for the best deals to save money during the recession.

‘Discount vouchers really hit the mainstream in the run up to last Christmas, but since then the market has matured and consumers have become increasingly sophisticated in their search for and use of all kinds of discounts.´

Goad added that, over the last 12 months, UK internet searches for generic terms such as ´voucher´ or ´discount vouchers´ have decreased or remained flat.

The growth in voucher searches has come from people searching for more specific deals and discounts for particular products or retailers.

During the first phase of the boom, specialist online voucher sites grew rapidly, but over the last 12 months traffic to these sites have decreased by 5%.

‘Although the popular voucher websites remain significant players online, they no longer dominate the market,´ added Goad.

‘Retailers themselves, both online only and high street players, are trying harder to pick up traffic from voucher searches directly, rather than pay for a link from a voucher website.

‘Online retailers only picked up 28.2% of all UK internet traffic from voucher searches during July 2008, but by 2009 that figure had increased to 41.5%.´

In July, ‘Alton Towers offers´ was the most popular travel/tourism voucher search, followed by ‘easyJet promotional code´, ‘hotels.com discount code´, ‘Thorpe Park vouchers´ ad ‘Alton Towers vouchers´.
 

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