Abstract
Online travel markets are at various stages of development. In the US, the
world's largest market, growth is strong, but slowing. Europe, less than half
the size of the US market, still has upside potential. But in the Asia-Pacific
region, China and India are on the way to becoming market powerhouses.
The Online Travel Worldwide report analyzes the similarities - and
differences - between online travel markets in order for marketers to create
straight-line routes to success.
Markets at different stages of development can be valuable laboratories for
learning. For example, the UK market is now experimenting with many "Travel
2.0" applications involving user-generated content, mapping and RSS feeds that
have been used in the US travel market. US firms, by the same token, can
follow the progress of Asian companies developing travel applications for
mobile phones.
Of course, technologies and marketing programs used in one country cannot
always be applied with the same results in other regions - but development
times can often be shortened and many mistakes can be avoided altogether.
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