Travelzoo, an online publisher of travel sales and specials, announced the results of a recent survey conducted by management consulting firm McKinsey & Company indicating that Travelzoo users spent
$5 billion in leisure travel last year but that traditional offline media played little role in their travel purchase decisions. The McKinsey study, which included a survey of several thousand
Travelzoo newsletter subscribers, indicated that while 87% of Travelzoo subscribers are regular newspaper readers, only 4% cited newspapers as influencing where they bought their last leisure trip. In
contrast, 66% of subscribers said information on websites, including Travelzoo, was the major source influencing their last travel purchase decision. Email was cited as a secondary influencing factor,
with 26% of subscribers saying it played a role in their last travel purchase decision.