The Fast Bookers Vs. Intensive Researchers in Online Travel Booking
A fascinating new piece of research from GfK, the large market research company, as part of its travel practice, on how digital consumers are booking travel online.
The research, presented at ITB conference in Berlin last week by Matthias Hartmann, CEO of GfK Group, used a panel of German travelers and among other habits looked at the online research behavior of two different groups before their bookings: what it calls “fast bookers” and “intensive researchers.”
It defines fast bookers as those who spend less than 4 weeks to book their trips, while the intensive researchers are those who take anywhere up to 25+ weeks (!) of online research, and focuses its findings on German internet users.
Among the findings, the fast bookers vs intensive researchers are split almost down the middle, as the chart above shows. A good 36% of travelers are using a quick week or two to research and book their travels online.