August 1, 2003, 12:00 AM

Hispanic web users are moving strongly to travel sites, says comScore study

In June, 5.4 million Hispanic Internet users accessed a travel web site, up 7% from the average of the previous six months, comScore says. Total Internet use of travel sites grew 4% in that period.

A growing proportion of the online Hispanic population is using travel sites, says a study of the Hispanic market from comScore Networks Inc. In June, 5.4 million Hispanic Internet users accessed a travel web site, up 7% from the average of the previous six months, comScore says. Travel site usage among the total Internet population was up 4% in June vs. the previous six months’ average. Hispanics still lag the general Internet population, of which 49% used a travel web site in June, comScore reports.

Each of the Hispanic top 10 travel sites experienced significantly higher increases in unique visitors, ranging from 11% to 124%, than the total category, comScore reports. This indicates an increase in competitive shopping activity at travel sites among U.S. Hispanics, comScore concludes.

The top 10 Hispanic travel sites, with their rank among general Internet users, are:
1. Mapquest.com (1)
2. Expedia (2)
3. Trip Network (4)
4. Travelocity (3)
5. AOL Proprietary Travel (7)
6. Orbitz (5)
7. Priceline (9)
8. Hotwire (8)
9. Hotels.com sites (6)
10. Yahoo Travel (--)

Among the general Internet population, Southwest Airlines ranked No. 10 and did not appear on the Hispanic Top 10, although Southwest is the No. 1 airline sight for Hispanics and the general Internet population.

“By successfully engaging Hispanic Internet users early in their online experience, travel marketers have a unique opportunity to establish brand preferences and loyalties at a time when interest in online travel is clearly high among this quickly growing population,” comScore says.

 

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