• by Karl Greenberg , September 2, 2009

About 117 million Americans -- or about 52% of U.S. adults -- have taken at least a two-day trip in the last two years. But only 47% of them used the Internet to research and make travel arrangements, per a new study.

C. Lee Smith, president and CEO of Ad-ology Research, tells MediaDailyNews that Web sites for specific hotels, attractions and locations ranked high in the survey, but conceded he was a little surprised that just half of those surveyed relied on the Web to arrange travel. "Another surprise is that travel magazines did as well as they did, as did newspapers' entertainment sections. Traditional media is still holding its own."

Magazines were the most influential for travel services; newspapers were the most influential for local attractions.

Some 39% of recent travelers say online media actually influenced their choice of travel services, with hotel/bed and breakfast Web sites having the most influence. Thirty-four percent used the Internet to search for flights, and 31% to search for hotels.

The data is per Westerville, Ohio-based Ad-ology Research's study on media influence on consumer choice in travel services. The firm says online content also influenced 34% to visit local attractions and events, like amusement parks, zoos and concerts. Traditional media influenced 27% of travelers and 32.7% of those visiting local attractions.

The firm found that word of mouth and digital also had a major influence, especially on younger consumers. Social media influenced the travel choices of 35.9% of 18-24s, versus 23% of all U.S. adults.

Markets where spending on airfare is highest are New York, Los Angeles, San Francisco, Chicago, Philadelphia, Washington, Boston, Dallas, Houston and Atlanta, in descending order. For the study, Ad-ology surveyed an online consumer panel of 1,154 adults in January.