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Research Prepared by Destination Analysts, Inc.

Online Travel Planning Trends and Consumer Usability. Research Prepared by Destination Analysts, Inc. Technology Used to Plan Travel (Past 12 months). In the past 12 months, which of these Internet technologies or services have you used to help plan your

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Research Prepared by Destination Analysts, Inc.

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  1. Online Travel Planning Trends and Consumer Usability Research Prepared by Destination Analysts, Inc.

  2. Technology Used to Plan Travel(Past 12 months) In the past 12 months, which of these Internet technologies or services have you used to help plan your leisure travel? (Select all that apply) Source: State of the American Traveler Survey, Destination Analysts, Inc. January 2009.

  3. State of the American Traveler Survey • Survey of 1,000 American Leisure Travelers • Nationally representative sample of US adults • Conducted online in January and July each year • Examines traveler opinions, activities and motivations www.destinationanalysts.com

  4. Key Takeaways • Consumers are using a wide-variety of information resources. • Social media may not have really gotten its legs under it yet—in the consumer travel space.

  5. Used a DMO Websites? In the past 12 months, have you used the official website of a destination's local Visitors or Convention Bureau (or Chamber of Commerce), or state or national government travel office to help plan any travel? Source: State of the American Traveler Survey, Destination Analysts, Inc. January 2009.

  6. How Official Websites Are Used State of the American Traveler Special Edition, November 2008

  7. Used a DMO Websites? In the past 12 months, have you used the official website of a destination's local Visitors or Convention Bureau (or Chamber of Commerce), or state or national government travel office to help plan any travel? Source: State of the American Traveler Survey, Destination Analysts, Inc. January 2009.

  8. Used a DMO Websites? In the past 12 months, have you used the official website of a destination's local Visitors or Convention Bureau (or Chamber of Commerce), or state or national government travel office to help plan any travel? Source: State of the American Traveler Survey, Destination Analysts, Inc. January 2009.

  9. Reasons for Using Official Websites

  10. Used a DMO Websites? In the past 12 months, have you used the official website of a destination's local Visitors or Convention Bureau (or Chamber of Commerce), or state or national government travel office to help plan any travel? Source: State of the American Traveler Survey, Destination Analysts, Inc. January 2009.

  11. Used a DMO Websites? In the past 12 months, have you used the official website of a destination's local Visitors or Convention Bureau (or Chamber of Commerce), or state or national government travel office to help plan any travel? Source: State of the American Traveler Survey, Destination Analysts, Inc. January 2009.

  12. Reasons for Not Using Official Websites

  13. Key Takeaways • CVB websites are widely used • CVB websites have a serious awareness problem • CVB websites have tremendous potential for visitor conversion

  14. How to Improve Your Website • Audience Profiling Research • ROI Analysis • Usability Evaluation

  15. Usability Evaluation What is it? • Usability evaluation is a means for measuring how well your audience can use your web site • Representative users try to do typical tasks with the website, while observers watch and listen • Helps you find problems before your users do • Laboratory setting – or a more informal setting

  16. Usability Evaluation What do you evaluate? • Time on task – find something, complete a task, etc. • Accuracy – Can task be completed smoothly, without mistakes? • Emotional response – How do they respond to the website?

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