Although travel companies are working to make their web sites stickier, 91% of travelers still visit multiple web sites when planning a trip, according to the PhocusWright Travel 2.0 Consumer Technology Survey.

Although travel companies are working to make their web sites stickier, 91% of travelers still visit multiple web sites when planning a trip, according to the PhocusWright Travel 2.0 Consumer Technology Survey. Comparing prices was cited by 95% of travelers as the reason for visiting multiple web sites.

59% of travelers use multiple sites to research destinations and 52% to purchase tickets for events and activities, the survey found. Only 38% visit additional sites to read traveler reviews. The higher a traveler’s income, the more likely he is to read traveler reviews and purchase tickets to events and activities.

Tech-savvy travelers are more likely to use multiple web sites for all those reasons, according to PhocusWright. For example, 53% of travelers who consider themselves very tech-savvy visit multiple sites to read traveler reviews and 68% do so to research possible destinations.

Online travel agencies are the most popular type of travel web site, with 74% of travelers reporting that they usually visit online agencies when planning travel, according to the survey. Hotel, airline or car-rental sites were a close second at 68%, followed by general search engines at 53%.

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Tools that enable travelers to identify the location of a particular property or destination and to see what it looks like have a substantial impact on purchase decisions, PhocusWright says. Pictures are the most influential (rated 3.9 out of 5), followed by online maps (3.7) and videos (3.6).

PhocusWright, a market research firm, based the report on 825 responses to a survey conducted in April 2007. The results were weighted to achieve a 50/50 male-female balance.

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