Press Release

 

Over two thirds of global consumers now book travel exclusively using the Internet

Yet 7 out of 100 trips booked online do not meet customer expectations

London, UK: May 9, 2016 – The latest research from MarkMonitor® reveals that 68% of consumers globally now exclusively book their travel online. However, seven out of every 100 respondents surveyed ended up with plans not in line with their expectations, highlighting a definite need for increased education when booking online.

The research, conducted by a leading market research company Opinium, analysed the online behaviour of consumers around booking travel online, including bargain hunting for seasonal goods and attitudes towards piracy. Opinium surveyed 3,257 consumers across eight countries, including the U.K., U.S., Germany, France, Italy, Denmark, Spain and the Netherlands.

With its focus on booking travel online, the survey results also reveal that of those consumers who booked a holiday that fell short of their expectations, posting a negative review was their first reaction (42%), above trying to get a refund (40%) and complaining to a licensing body (35%) — demonstrating the power of online “word of mouth”. Alarmingly, following this bad experience, 37% of respondents report their debit or credit card details were misused or stolen, showing the requirement for increased vigilance when shopping or booking online.

“With the growth of social media and a culture where consumers have the power to make their displeasure widely known through social networking sites, online brand protection has never been more important. This is especially evident in the fact that when asked how they vetted a travel site, almost half (47%) of consumers said they read the reviews,” says Mark Frost, CEO of MarkMonitor.

With one of the main reasons for using the Internet to book travel being that it’s cheaper, 75% of consumers also go on to search for discounted goods online prior to their holidays, including sunglasses, clothing and shoes, event tickets, guide books and luggage. But looking for bargains doesn’t mean buying cheap counterfeit goods or knock-offs as, overwhelmingly, the desire for genuine goods remains with 83% saying they wouldn’t willingly buy fake products to keep up with seasonal trends.

However, of those 75% seeking discounted products online, almost 10% report they have bought something online that turned out to be fake — with clothing and shoes (33%) and sunglasses (28%) cited most often. This attitude towards buying genuine goods is reflected when it comes to piracy with 84% of consumers saying they would never download pirated content. The main reasons for this relate to morality — 56% say it’s wrong — and security — 52% say they don’t want to risk downloading a virus. Online security remains top of mind amongst consumers, a finding also reflected in the first MarkMonitor Online Barometer that found 64% of respondents worry about their online security.

“In an increasingly digital world, consumers are exposed to more and more online fraud, counterfeiting and piracy. While the desire is still to buy genuine goods, fraudsters are becoming more sophisticated in their approaches making it even riskier for consumers. For brands with an online presence, protecting themselves and their customers through a solid online brand protection plan is absolutely key,” concludes Frost.

For the full research report, click here.

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ABOUT MARKMONITOR

MarkMonitor, the world leader in enterprise brand protection and a Thomson Reuters Intellectual Property & Science business, uses a SaaS delivery model to provide advanced technology and expertise that protects the revenues and reputations of the world's leading brands. In the digital world, brands face new risks due to the web's anonymity, global reach and shifting consumption patterns for digital content, goods and services. Customers choose MarkMonitor for its unique combination of industry-leading expertise, advanced technology and extensive industry relationships to preserve their marketing investments, revenues and customer trust. Learn more at www.markmonitor.com.

ABOUT THOMSON REUTERS

Thomson Reuters is the world's leading source of intelligent information for businesses and professionals. We combine industry expertise with innovative technology to deliver critical information to leading decision makers in the financial and risk, legal, tax and accounting, intellectual property and science and media markets, powered by the world's most trusted news organization. For more information, go to www.thomsonreuters.com.

Contact:

Zeno Group
650-801-0931 (office)
markmonitor@zenogroup.com

Ashley Dolezal
Zeno Group for MarkMonitor
650-801-0931 (office)
650-218-2582 (mobile)
ashley.dolezal@zenogroup.com

MarkMonitor® is a registered trademark of MarkMonitor Inc., part of the Intellectual Property & Science business of Thomson Reuters. All other trademarks included herein are the property of their respective owners.

###

ABOUT MARKMONITOR

MarkMonitor, the leading enterprise brand protection solution and a Clarivate Analytics flagship brand, provides advanced technology and expertise that protects the revenues and reputations of the world's leading brands. In the digital world, brands face new risks due to the Web's anonymity, global reach and shifting consumption patterns for digital content, goods and services. Customers choose MarkMonitor for its unique combination of advanced technology, comprehensive protection and extensive industry relationships to address their brand infringement risks and preserve their marketing investments, revenues and customer trust. For more information, visit www.markmonitor.com.

ABOUT CLARIVATE ANALYTICS

Clarivate Analytics accelerates the pace of innovation by providing trusted insights and analytics to customers around the world, enabling them to discover, protect and commercialize new ideas faster. Formerly the Intellectual Property and Science business of Thomson Reuters, we own and operate a collection of leading subscription-based services focused on scientific and academic research, patent analytics and regulatory standards, pharmaceutical and biotech intelligence, trademark protection, domain names, brand protection and intellectual property management. Clarivate Analytics is now an independent company with over 4,000 employees, operating in more than 100 countries and owns well-known brands that include Web of Science, Cortellis, Thomson Innovation, Derwent World Patents Index, CompuMark, MarkMonitor and Techstreet, among others. For more information, visit clarivate.com.

Contact:

Zeno Group
650-801-0931 (office)
markmonitor@zenogroup.com

Ashley Dolezal
Zeno Group for MarkMonitor
650-801-0931 (office)
650-218-2582 (mobile)
ashley.dolezal@zenogroup.com

® 2017 MarkMonitor Inc. All rights reserved. MarkMonitor is a registered trademark of MarkMonitor Inc., a brand of Clarivate Analytics. All other trademarks included herein are the property of their respective owners.

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