Ad Age: Airline Marketers Increase Dependence on Web Sites

A new study from the Travel Industry Association of America reveals 35 million Americans have signed up with airline sites to receive special offers and that 10 million of those were compelled to take a trip they might not have otherwise taken. Another study, Travel Trends from PhoCusWright found that 23 percent of corporate travel was booked through web sites, which amounted to $18.8 billion. The same study predicts online bookings will rise to $36.5 billion in 2006.

Consumers have recognized the ease of booking online and airlines are promoting their sites heavily, using billboards, television, print and direct mail as well as online media.