• by October 10, 2000

By Anya Khait

College students use the Internet more than any other medium to research travel destinations, shop for travel deals or discounts, and purchase travel. That's according to a survey of more than 2,600 students, conducted by FuturePages, COLLEGeMEDIA GURUS. The highlights of the study were presented earlier this month at the eTravelWorld conference in Orlando.

According to the survey results, more than 32% of respondents have purchased travel through an online travel company site (united.com, nwa.com, greyhound.com). Comparatively, less than 25% have purchased through a travel company offline. Nearly 18% have purchased through online all-in-one travel sites (travelocity.com, expedia.com). When working with travel agencies, students prefer working with a live person versus through the Internet. Just over 25% of respondents have purchased travel through an agent offline, whereas only about 7% have bought travel through an online agent.

"This survey again reinforces the importance of the Internet when marketing to college students," Tom Borgerding, vice president and co-founder of FuturePages, said. "Travel marketers who rely primarily on traditional paper-based or one-to-one marketing will have a hard time gaining market share among college students. Students are more receptive to online promotions and gathering information independently through Websites."

Nearly 67% of respondents have researched travel destinations on online. Forty-four percent have learned about destinations from friends and more than 21% have used an agency brochure to research a destination.

More than 65% of those surveyed said that cost was the most important factor in their decision to buy. While more than 40% of respondents take advantage of student discounts, 62% are not a member of a rewards or frequent traveler program.

To locate the least expensive price, 53% of respondents said they find travel deals and discounts through websites; 54% said they hear about deals through family and friends.

"With so many students learning about travel destinations or travel deals through their friends and family, it is very important marketers and destination properties establish a relationship with travelers and deliver on travelers' expectations," Borgerding said. "Word-of-mouth recommendations are extremely important to students and must be taken advantage of."

Most of the respondents said they travel once or twice a year and usually by car. Over 70% of respondents travel during summer break. Spring and winter breaks also are popular times to travel for these students. They typically stay with friends or family or at a hotel when they travel.

FuturePages conducted the online survey of 2,656 students from Sept. 18 to Sept. 20. Survey findings are available on the FuturePages website - www.futurepages.com.

- MediaPost staff writer Anya Khait may be reached at anya@mediapost.com