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Travelers in Canada Seek Low Prices, but Don’t Book with Deal Sites

More than six in 10 leisure travelers in Canada book directly from airline and hotel websites

Competitive and transparent pricing of travel products is what’s driving most consumers in Canada to book online—86% do, according to Yahoo! Canada research published in February 2014. But despite the fact that many of these travelers are protecting their wallets, most are opting not to book with travel deal websites.

Flights and lodging were the top products leisure travelers in Canada said they researched digitally, each cited by around eight in 10 respondents. When it came time to book, 76% booked flights and 80% reserved hotels online.

Nearly three-quarters of leisure travelers in Canada said that competitive pricing was what drove them to book their travel with a website, and 50% said the lack of hidden fees on the site was also a factor. The ease of booking online and good previous experiences were less important to leisure travelers, with less than half reporting that these were reasons why they chose to book digitally.

Only 27% of respondents were motivated to book online because of incentives and reward points. There could exist a big opportunity for marketers to convert price-focused consumers by offering redeemable points for future travel.

Although leisure travelers in Canada want to ensure they are getting the best value for their dollar by booking online, they prefer to book directly from the source. Travel deal sites such as Priceline.com weren’t nearly as popular among respondents. Only 28% reported using that as a method to book travel, while 63% said they relied on airline and hotel websites.

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