According to a recent study published by Forrester, the number of users of online travel bookings in the United States will not change much in the next few years. The report shows that in 2009...

According to a recent study published by Forrester, the number of users of online travel bookings in the United States will not change much in the next few years.

According to the report, between 2009 and 2014, the number of travelers who make online travel bookings in the United States will increase by only 3.5%. Forrester believes that the lack of growth is likely to cause companies to increase the automation of operations to improve efficiency.

For example, online travel agencies can develop systems to save costs and allow customers to cancel orders, add a guest's name to existing orders, print receipts, and filter and search for available room information based on special requirements.

“The biggest impact of the development of mature travel e-commerce is that it requires travel e-commerce professionals to focus on how to improve the satisfaction of existing customers, because it is not realistic to seek stable online access to new customers. Forrester senior analyst Henry Harteveldt wrote.

Forrester also said that online consumer spending will likely continue to decline. According to Forrester data, US online leisure travel expenses declined slightly in 2009, and it is not until 2008 that it can exceed 2008 levels.

Reduced consumer spending and a mature industry environment will delay the recovery that online travel experts are looking forward to.

Last year, the tourism industry was defeated by the most challenging sales environment that the industry has faced in 70 years,” Henry Harteveldt wrote.

“Savvy consumers (in 2010) have made travel suppliers have to attract customers through discount promotions, which in turn means that offline and online spending for casual and unfocused business travelers is actually higher than the 2009 level. Still lower."

This report responds to a study by PhoCusWright. The study pointed out that the booking volume of AOL travel agencies is likely to decline for the first time in 2009. PhoCusWright believes that the weak tourism industry environment coupled with the maturing online business will lead to a decline in airfare and hotel reservations.

According to PhoCusWright's report, the proportion of US travel market share (about $230 billion) in online agents in 2009 will increase by about 2 percentage points and reach 15%. The proportion of traditional agents in 2009 fell by 3%, only 35 billion US dollars.

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